Thanks so much for the hard work and the first-class briefing notes and scripts. All super impressive
Christian Hewgill, Presenter of The Spark Inside podcast
Building brand loyalty
The Spark Inside
Niterra are a global automotive giant, the group behind NGK, But the mechanics and apprentices who fit their parts, rarely hear from them directly. These are the people who influence what a garage buys, and the next generation who'll shape the industry for years. The job was to build Niterra's brand with them: a podcast that speaks to this audience directly, in a voice they'd trust.
Client
Niterra
Services
Strategy
Production
Video
Hosts Becca Knight, Niterra's own technical expert, and Christian Hewgill - BBC Radio 1 and presenter of The Fast & The Furious F1 podcast - sit down with guests from every corner of the motoring world: professional drivers, engineers, custom builders and industry experts. Every conversation comes back to the same question. What was the first spark?
All in the chemistry
People chemistry can make or break a podcast. Becca and Christian hadn't worked together before, so we put real thought into helping them click, planning the dynamic rather than leaving it to chance. Drawing the best out of people on the mic is one of the things we do best.
The guests bring the stories: high-profile drivers, engineers, and faces from the wider motoring world. Niterra opened doors of their own, and we managed guest booking from the celebrity and influencer worlds.
It starts with strategy
Reaching a hard audience takes more than good production. Like every 18Sixty podcast we started with a discovery workshop: who this audience trusts, what they watch, what gets them talking, and how a podcast could earn their attention. It also gave us time to understand Niterra's world from the inside, so everything we built afterwards was built on strategy, not guesswork.
Built for the scroll
This audience lives online and may not consume full episodes, so we built for where they are. Every episode is recorded on video in a proper studio, full broadcast quality, then cut into branded clips made for social and Niterra's training academy. The result is a top-of-funnel show that positions Niterra as a champion of careers in the industry, not just a parts supplier.
More than a podcast partner
We worked well beyond the brief. We joined Niterra's sales team away day and presented the podcast to their reps, the people out on the road across the UK meeting the audience face to face, so they understood it and got behind it. We worked alongside Niterra's existing content agency too, keeping the wider strategy joined up.
The 18Sixty team have been great partners at all stages of us creating our first ever podcast. I can tell they listened well to our vision right from the earliest discovery session, as the final product has been just what we had in mind. The production team and services have been top tier, resulting in a great quality production above what I thought we could have done. They have also supported me with general advice and tips along the way for us & an existing agency we had onboard for our general content creation.
Becca Knight, Marketing Manager, Niterra
The Spark Inside reached a generation of mechanics and apprentices Niterra had never spoken to directly, in broadcast quality, built for the platforms they use. Proof that the right podcast can reach the people a brand's own supply chain keeps at arm's length.
Get in touch
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Related Case Studies
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Winning shows don’t wait
The best brands aren’t waiting for podcasting to settle down. They’re building shows that compound — episode after episode, season after season. If that sounds like the company you want to keep, let’s talk.