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Unleash Your Inner Speedster

Client
MSE Drives
Year
2024
Medium
Strategy & Creative Direction
Team & role
Strategy, competitor analysis & creative direction
Category
Strategy

A complete digital marketing proposal for MSE Drives, an international supercar club opening in Dubai — built from competitor analysis and a SWOT, through brand voice and content strategy, into creative direction and a month-by-month action plan.

01Competitor analysis

I benchmarked the four clubs MSE would be competing with in Dubai across followers, posting frequency and share of interactions.

ClubFollowersPosts / monthShare of interactions
Lamborghini Club16,784200.0034
JNKD Supercar Events8,673100.0004
McLaren Club UAE5,81650.0000
Giro Dubai2,21920.0000

Every competitor had catchy visuals and poor content. That was the gap.

  • Lamborghini Club led on every metric — followers, frequency and interactions
  • McLaren Club UAE was barely active and ran no influencer collaborations
  • All four had strong SEO but weak site performance — Lamborghini scored 36, JNKD 57, and Giro Dubai 33 on accessibility

02SWOT

StrengthsReasonable membership for an international club in Dubai · diverse fleet across manufacturers · European pedigree
WeaknessesA new entrant with less experience and reputation than established rivals
OpportunitiesDubai’s growing tourism industry · partnerships with hotels, tour operators and travel agencies · corporate collaborations with event organisers and high-end retailers
ThreatsIntense competition among luxury private clubs · the shift to electric and autonomous vehicles reshaping long-term supercar demand

03Social media strategy

Brand voice: casual and trendy, built to form a strong bond with members. Visual direction: modern and sleek — bold colour, clean lines.

Content was organised against two objectives. Awareness — “getting close and being informative” — carried the club’s backstory, pricing, fleet and a pre-launch teaser campaign. Engagement — “building credibility and trust” — ran on influencer reviews, creative car films and interactive games and competitions.

Instagram led as the primary channel, with Facebook for direct service messaging and TikTok for short-form product and offer content.

04Creative direction

The campaign line was “Unleash Your Inner Speedster”, built around the rally on 24 February 2024. I directed three content tracks:

  • Announcement — the hero key visual and save-the-date, driving registration through the site
  • Informative — the trip programme: small exclusive groups, full fleet access, 11 days and 10 nights, 4 driving days across 1,200 km, starting and finishing in Dubai
  • Lifestyle — member stories and the world of speed, luxury and adventure

Pre-production covered concept development, market research, budgeting and scheduling, and the legal and ethical clearances the shoot required.

05Action plan

Posts12per month · 3 per week
Stories5per week
Reels6per month
Content mix30/30/20branding · reviews & interviews · direct sales, plus 10% tips and 10% offers

Content types were split 50% photos, 30% video and 20% carousels; objectives 40% engagement, 35% brand awareness and 25% service awareness. Every slot in the weekly posting calendar was fixed to a time, so the monthly calendar shipped with approved creative direction, captions, designs and reels attached.

The digital marketing proposal shown on an iPad

The full deck

The digital marketing proposal

Every slide behind this case study — the research, the charts and the plan exactly as it was presented.

Download the deck View online →

PDF · 41 pages

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