Overview

End-of-financial-year and plate clearance campaigns are common across the automotive category and all too often, they blend into a sea of sameness, filled with cluttered offers and predictable messaging.

We set out to do things differently. Rather than focusing purely on discounts, we leaned into the emotional appeal of the vehicle – injecting the campaign with humour and a touch of the surreal to create standout work that resonated.

A contemporary graphic device was developed to unify the campaign across all touchpoints from press ads and dealership POS to digital and online assets. Giving the event a sleek, modern feel that cut through the noise.

The result? It worked. Sales increased, and in 2018 we surpassed the 2020 sales targets ahead of schedule.