The 8 month programme was developed and presented as a joint initiative, providing strong endorsement or the car’s performance. All elements were created and written by Haymarket, ensuring activity was integrated into the style of each magazine & website. Peugeot’s World Rally assets were integrated to add credibility. Richard Burns, the 2002 WRC champion headlined the challenge and raced finalists on track. As a result Haymarket were motivated to promote it as an editorial idea.

414 pre-orders exceeded targets, resulting from The Performance Driving Challenge. 12,561 Hot Hatch Enthusiasts entered – a record for Haymarket. 1,354 competitors requested brochures. We generated un-buyable media exposure, double the value of the original investment. It demonstrated that creativity is a key driver of media value.