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Freestyle builds City & Guilds ‘Motorshow’ viral to encourage 14-19 year olds into Auto career

City & Guilds, the UK’s leading vocational awarding body, has launched a new microsite and a viral game campaign just-in-time for the Motor Show at Excel London.

Created by Freestyle Interactivethe retained digital agency for City & Guilds, is aimed at building awareness of the City & Guilds name and its range of Automotive qualifications. The target audience is primarily 14-19 year olds and who might be considering a career in the automotive industry.

Justin Mlynarski, Senior Digital Marketing Executive at City & Guilds said: “We’ve produced microsites before but this is the first time we’ve opted to go with a Viral game approach – we think its appropriate and relevant for the target audience. We wanted to engage the target audience in a novel and fun way, generate interest in the City & Guilds brand, and specifically heighten awareness of our Automotive qualifications. We’re also looking to drive footfall to our Motorshow Stand. As well as the opportunity to enter a prize draw on-line, microsite users are given a code which they can present on the Motorshow stand, giving them a chance to win in a second draw”.

Pumping heart
An animated car engine shaped like a pumping heart is the main navigational tool, and moves the player through a series of point-scoring games all leading to the chance of winning a Wii and free tickets to the motorshow. The online creative is based on work from offline design agency Purpose.

In the run-up to the Motor Show which starts on 23rd July, Freestyle has partnered-up with media company Naked Penguin Boy to deliver a natural seeding and community campaign as well as competition site targeting. Ends
Editor’s notes:
More about City & Guilds
• City & Guilds are the expert and leading authority in vocational education and training - both in the UK and beyond;
• Established over 130 years, City & Guilds is the UK’s leading awarding body for work-related qualifications;
• Twenty million people in the UK have City & Guilds qualifications, and the organisation awards a further 1.5 million qualifications to learners every year.

More about Freestyle Interactive

Formerly known as Freestyle New Media Group. Freestyle Interactive, is one of the largest independent digital agencies in the UK and the Midlands, ranked 16th in the New Media Age Top 100 Interactive agencies. Freestyle was established over 12 years ago. Services include design & build of large content websites as well the creation of online marketing communication strategy and campaigns. Clients include: ICI, Volvo, Land Rover, Alstom, Virgin Active, Baxi, Top Marques, Floris and Advantage West Midlands.

For more information contact: Delia Goldsby: +44 (1926) 652832 M: 07748 694879

This press release was distributed by ResponseSource Press Release Wire on behalf of Freestyle Interactive in the following categories: Education & Human Resources, Media & Marketing, for more information visit