DAF Driver Challenge 2018

24th October 2018
Categories: Digital Marketing, Events,

The DAF Driver Challenge is a campaign and event devised and produced by Big Sound Marketing for DAF Trucks UK. It is a search for the UK’s best truck driver. The campaign takes place across several months and is divided into a number of key phases with a focus on high impact, engaging online content at every stage:

Online launch and search: Through video and other material the campaign is promoted heavily across social media, inviting drivers to apply via an online application form.

Meet the Finalists: All entrants are whittled down to twenty selected finalists. To keep enthusiasm and interest in the campaign with our online audience, in the run up to the event we produce a series of ‘Meet the Finalist’ videos

The Main Event: A 2-day event at Millbrook Proving Ground sees the drivers take on a series of challenges putting there driving skill to the test. During the weekend we captured and shared live video updates with the online audience ensuring continued engagement in the activity and campaign. As a full-service agency the event was also organised and managed by Big Sound Marketing.

TV Show style video release. After the event we released a two-part ‘TV Show’ style edit of the challenge which is designed to work as a standalone piece, creating all the drama and intrigue of a competition for those that could not be there. The final edit can be found HERE.

The campaign is all about maximum reach and engagement across the target audience, which in this instance is truck drivers and trucking enthusiasts. The campaign produced some impressive results, which saw the campaign shortlisted for a SocialDay Social Media Award and UK Social Media Communications Award:

From start to finish, the 6-month campaign achieved the following across all social media platforms:

  • 153 posts
  • 652,000 impressions
  • 18,100 engagements
  • 155,300 video views

Additionally, there were:

  • 556,684 Google ad impressions (16,298 interactions)
  • 7200 website hits (4800 unique visitors)
  • 730 registration form hits


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