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NASCAR (National Association for Stock Car Auto Racing)
How Bad Have You Got It?

RAN IN: United States

CLIENT
National Association for Stock Car Auto Racing

AGENCY
Young & Rubicam Chicago *Lead Agency


SUMMARY

NASCAR's challenge was to maintain the fun, down-home, thrill that is the essence of the brand while becoming a major sport and attracting new fans. The consumer insight-- NASCAR fans don't just enjoy the sport they live it-- led to the creation of the campaign and the "how bad have you got it?" tag line. The results of this campaign have succeeded all expectations by the dramatically increasing race veiwership in new markets as well as existing markets. The "how bad have you got it?" tag line has also become a rallying cry for NASCAR fans across the country!


Language: English