Reality TV integration drives 69% vehicle consideration for leading automotive brand

Entertainment meets performance

A leading automotive retailer aimed to strengthen its brand with auto intenders and reinforce key brand attributes like confidence, performance, and innovation while driving awareness and purchase consideration for its vehicles. They teamed up with Bell Media for a campaign built around a reality TV integration as a powerful anchor within a broader media strategy. By weaving the brand’s vehicle lineup into a nationally broadcast, challenge-based TV format, the integration delivered emotional engagement and product education, complementing traditional ad placements and reinforcing brand messaging across touchpoints.

Multi-year partnership drives record engagement

Integrations that highlighted vehicle features, drivability, and electric models resonated most with audiences and were especially well received. As part of a multi-year partnership, the brand’s presence has become a consistent and effective way to strengthen perceptions, particularly around core attributes like innovation and performance. Results have steadily improved year-over-year among viewers, highlighting the long-term value of the collaboration. Interest in visiting the brand’s website also rose from 29% to 36%, showing how the integration continues to deepen engagement over time.

Digital and social amplification

A complementary digital strategy sustained campaign momentum beyond broadcast.

• Weekly content across Facebook and Instagram highlighted in-show moments
• Owned channels reinforced brand messaging
• A national contest invited viewers to engage with the show and the brand with participation and awareness increasing year-over-year

The contest saw record participation and proved especially effective:

• Strengthened brand/show association
• Boosted live tune-in
• Sparked ongoing social conversation

Proven audience lift

Independent research confirmed significant brand gains among exposed viewers:

• 69% of viewers would consider buying this brand of vehicle (vs 35% among non viewers)
• 52% reported an excellent opinion of the brand (vs 19% among non-viewers)
• 38% reported knowing the brand very well (vs 18% among non-viewers)
• 34% said they were likely to purchase a vehicle within the next 12 months (vs. 6% among non-viewers).

Conclusion

This multi-platform integration strategy successfully deepened brand affinity and drove measurable impact across the funnel. By aligning with premium content and tailoring each activation to different vehicle strengths, the brand broke through with relevance, credibility, and emotional connection.

Source: Bell Media viewer research and brand impact survey, Season 10 of leading Canadian reality series, 2024.