Cinch were looking for big activation ideas to build brand awareness in 2023. With their distinctive TOV and and style, we had access to Rylan Clark-Neal, who adds a lot of the fun, kooky and confident tone. We had to make our ideas super inclusive something with a nationwide appeal, or that could easily work and be adaptable with their partnerships e.g.
sport/cars and music events.
sport/cars and music events.
And to finish it off they wanted plenty of people getting involved, sharing their experiences, wins as they join a national 'Cinch it' movement.
Idea:
What’s better than finding the car of your dreams faff-free on Cinch? Getting it for free when you nail one of our Cinch it to Win it challenges, that’s what.
When you buy a car from Cinch, or even if you’re on the hunt for a new set of wheels, we’ll give some lucky new followers a chance get it on us. All they have to do is take on a challenge at one of our partnership events...
Are they brave enough to perform a karaoke track in front of 90,000 fans at the Isle of Wight Festival?
Can they beat Harry Kane at a crossbar challenge?
Can they knock a Tymal Mills delivery for a six?
If they cinch it in front of onlooking spectators and fans, we’ll pick up the tab on their shiny new motor.
How it works
We’ll use social to announce we’re looking for people who are up for one of our challenges. This will be open to people who recently bought a car on Cinch or are looking for a new motor. Rylan will surprise the lucky winner and whisk them off in his shiny Cinch mobile to one of our partner events to take part in the challenge. If they Cinch it, we’ll cover the cost of their new car. If they don’t, we’ll still reward them with a prize for taking part such as Harry Kane’s post match shirt or Andy Murray’s tennis racquet. We’ll film everything and share it on our social channels.
Idea:
Think playing for Spurs is a cinch or do you fancy yourself as the next Keith Moon? We want to see if you’ve got what it takes to cinch it at some of the UK’s biggest events in front of thousands of fans. All you have to do is Cinch the Moment.
Show us you’ve got tekkers or can nail that drum solo. Rylan could be picking you up for a training day with Spurs or dropping you off at Isle of Wight festival to play a set with a headlining band on opening night. If they Cinch the Moment and smash the challenge, Rylan will reward them with prizes from our partners - such as VIP match day experiences and backstage festival passes.
Idea:
We are the people who Cinch it.
We’ve made getting your dream car a doddle.
Now what else can we do for you?
We’ve made getting your dream car a doddle.
Now what else can we do for you?
Have you always dreamed of being Spurs’ mascot?
Is your life’s ambition to be Ben Stoke’s post-game masseuse?
Is your biggest wish to perform that song you wrote in front of 90,000 fans at the Isle of Wight Festival?
Not a bother! Rylan is your Faff-less Fairy Godfather and he’s here to make it all come true for a few lucky followers. All you have to do is send him your weirdest wishes and he could be on his way to you…
Is your life’s ambition to be Ben Stoke’s post-game masseuse?
Is your biggest wish to perform that song you wrote in front of 90,000 fans at the Isle of Wight Festival?
Not a bother! Rylan is your Faff-less Fairy Godfather and he’s here to make it all come true for a few lucky followers. All you have to do is send him your weirdest wishes and he could be on his way to you…
How it works
On social we’ll announce that Rylan is making wishes come true and invite our followers to send us their most outrageous wishes. We’ll pick our favourites (while sharing some of the weirdest ones) and send Rylan to surprise the winners. He’ll whisk them off in a Cinch car to one of our partnership events and make their dreams come true. We’ll film everything and share it on our social channels.
How it works
Our touring gameshow will pop up in and around our partnership events. We’ll challenge visitors to go head to head and take part in ‘It’s a Cinch’ challenges for a chance to win money-can’t-buy-prizes.
There’s loads of content opportunities so everything will be filmed and shared on our social channels and big screens around the partnership grounds and events.
Example challenges: At a Spurs game we’ll see who can get into as many Spurs team shirts in 60 seconds. Winner grabs a VIP Spurs match day experience. Loser has to wear the away team’s shirt in the Spurs section.
Draw a CARicature of Lewis Hamilton while being driven around on a high-speed lap at CarFest. Winner gets to take the supercar of their choice for a spin. Loser has to wash Chris Evan’s car in purple Cinch sparkly Speedos.
At the Isle of White Festival we give two sets of contestants 10 minutes to find someone with the weirdest tattoo. The winning team gets to watch the headlining act backstage. Losing team has to perform karaoke in front of 90,000 fans.
How it works
Ask Rylan to Cinch Your Ride (Or nominate someone you know who needs a new motor) with a video entry that tells us a little bit about you and shows your battered current car. Rylan will find the perfect vehicle for you on Cinch. Then, working with familiar faces from each of our partner events, we’ll brainstorm and add some OTT extra customs to their new cars. The lucky new owners will be surprised by Rylan turning up at their door and whisking them off to our partnership events - where their new, bling set of custom wheels will be waiting.
