With the fourth iteration of Durban’s spectacular car show “A State of Stance” on the horizon, we set about identifying how best to get the word out to KwaZulu-Natal’s legions of petrol-heads. When client and event specialists Gas Magazine let us know an international stuntman would be part of the show, we just knew putting him front and centre of our campaign was the smart approach.
So, we spent some time finding out more about Italian stunt sensation Didi Bizzarro — including chatting to the 38-year-old daredevil while he was on set filming for none other than the upcoming Fast & Furious 10 action movie — and subsequently shared his profile through a variety of channels.
The results spoke for themselves. On Saturday 18 and Sunday 19 June 2022, more than 15 000 ticket-holders descended on the Pavilion Shopping Centre in Westville, with many taking advantage of the opportunity to give their dads the perfect day out on Father’s Day weekend.
Show-goers had the chance to see Bizzarro perform an array of mind-blowing stunts, including a seemingly impossible burnout with the car up on two wheels. They also got up close and personal with countless custom-built stance cars, hot rods and other exciting vehicles, watched the Red Bull Car Park Drift champions perform their magic and were treated to a stunning spinning display by SA’s Queen of Smoke, Stacey-Lee May. There was even a full food court and an afterparty (featuring many musicians, including award-winning rapper AKA).
Of course, our promotion of A State of Stance 2022 was far more nuanced than simply putting forth the main attraction. It also included a raft of diary listings in the weeks leading up to the show, published by smaller regional publications as well as heavy-hitting national titles such as CAR magazine, Gumtree and Wheels24. In fact, the post on the latter platform — which enjoys some of the highest traffic figures of all local automotive websites — was the second-most read story on the day of publication.
Our diary listing also appeared in digital newsletters, and we furthermore promoted the show via a flurry of competitions hosted on various platforms (print, online and social media, among them). In addition, a three-quarter page feature based on an interview with Bizzarro was printed in the Sunday Tribune, complete with an action shot specially commissioned by Have Your Say.
We simply can’t wait for next year. And we suspect Durban can’t, either.