It seems every car company has a plate clearance/end of financial year/run-out event Retail campaign. More often than not these disappear into a sea of sameness – a template featuring a spokeswoman in red delivering long-winded wall to wall offers.
We wanted to stand-out, do things differently and play on the vehicle’s emotive benefits – we achieved this with a sense of humour and a touch of the surreal. Additionally, we utilised a contemporary graphic branding device that ran through all Sales channels, Press ads, Dealership POS and online executions to give the event a more modern feeling.
It worked – Sales increased and in 2018 we achieved 2020 Sales targets.