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DAF Trucks/PACCAR Parts: Market to the MAX
European Association of Communications Agencies, Gold, Euro Effies, 2011
PACCAR Parts is a division of PACCAR and is responsible for the after-market parts supply of PACCAR truck brands (including DAF).
PACCAR Parts is a division of PACCAR and is responsible for the after-market parts supply of PACCAR truck brands (including DAF). It wanted to develop a Europe-wide programme to help DAF dealers with its marketing as well as improve its customer loyalty and awareness. PACCAR Parts developed a centrally managed customer loyalty programme in the form of a Customer Card which allowed the company to collect customer data to create personalised offers, deals and newsletters. Support for dealers also included training, e-learning modules, incentive programs and support from marketing advisors. The ROI of the campaign was 450%.
Midas: Midas Program
Direct Marketing Association - US, Leader, ECHO Awards, 2009
Midas is the leading car repair shop in Spain. Recession was affecting its business badly with a decline in car sales and car use.
Midas is the leading car repair shop in Spain. Recession was affecting its business badly with a decline in car sales and car use. During 2008, they decided to concentrate on cross-selling to existing customers and increasing turnover per client. Those who picked up their car after repair or maintenance found a variety of personalised flyers offering special deals. At the same time, surprising ambient situations were presented to them, for example, cardboard snow on the car reminds you of the importance for preparing for winter journeys, or you find a ‘broken down’ sign on your car recommending Midas services as the solution. The combined campaign increased cross-selling from 1.3 to 1.7 services per client and the average turnover per client increased by 7%.
Suburban Auto Group: Trunk Monkey campaign
Kevin Teague, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp. 1579-1582
In 2003 Carlson Chevrolet Co., Inc., a Chevrolet car dealership located in Sandy, Oregon, just a few miles southeast of Portland, represented the Chevrolet-selling half of the Suburban Auto Group.
In 2003 Carlson Chevrolet Co., Inc., a Chevrolet car dealership located in Sandy, Oregon, just a few miles southeast of Portland, represented the Chevrolet-selling half of the Suburban Auto Group. On the other side of U.S. Highway 26 the car dealership Suburban Ford, Inc., represented the Ford-selling half. Nancy Jaksich controlled the Chevrolet dealership, and her husband, Jerry Jaksich, managed Suburban Ford. Compared to other dealerships in Oregon, the Suburban Auto Group was "not even in the top 10 in terms of money spent on advertising by car dealers in the Portland area," reported the Portland Business Journal. Hoping to stand out amongst the clutter of local car dealership advertising, the Suburban Auto Group launched its "Trunk Monkey" campaign."Trunk Monkey" was created by the ad agency R/West for less than $50,000. The campaign's first spot, "Road Rage," cost only $3,000 and debuted during the 2003 Super Bowl in the Portland region. The 30-second spot featured a timid man cowering inside his Ford sedan while another man berated him from outside the sedan's driver-side window. When apologies did not placate the raging man outside, the man inside the car pressed a button labeled "Trunk Monkey." Suddenly a chimpanzee wielding a tire iron emerged from his trunk and clobbered the road-raging loudmouth. The Suburban Auto Group's logo then appeared while a voice-over explained, "The Trunk Monkey. A revolutionary idea you'll find only at Suburban Auto Group—pending approval by the attorney general." The campaign featured five more "Trunk Monkey" spots and one radio advertisement.According to one Suburban Auto Group representative, gauging the "Trunk Monkey" campaign's effect on car sales was difficult. It received recognition from the ad industry: the campaign earned a silver award at the One Club's 2003 One Show awards in the category of commercials made with less than $50,000. In one period of seven days the Suburban Auto Group's website recorded 3 million downloads of the first commercial.
ATS Euromaster - A new paradigm for tactical retailer advertising
Steve McCarron and Peter Harris, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2005
This paper illustrates one of the golden rules of retailing: ‘retail is detail’. Rather than using a ‘one size fits all’ approach, BDH\TBWA devised a framework for highly localised tactical advertising that could be fine-tuned to the needs of individual car repair centres.
This paper illustrates one of the golden rules of retailing: ‘retail is detail’. Rather than using a ‘one size fits all’ approach, BDH\TBWA devised a framework for highly localised tactical advertising that could be fine-tuned to the needs of individual car repair centres. By focusing expenditure on those stores that needed it most, and tailoring messages to local consumers, the agency were able to use funds more efficiently. This enabled them to tackle the decline in ATS’s sales without actually spending any more money. The judges were impressed with the forensic detail of the agency’s thinking. Did you know that the salty sea air means that drivers in coastal towns need to get their brakes done more often? We felt that other retailers could learn from this kind of micro-analysis, and hence awarded this paper the prize for Best New Learning. We also liked by the way the agency took advantage of their localised approach to demonstrate effectiveness, showing how sales grew in advertised stores, even though they declined elsewhere.
The Radio Advertising Bureau, Radio Advertising Effectiveness case study, 1998
The campaign objectives were to create awareness of the Carland Stores, increase customer footfall and achieve brand status.
The campaign objectives were to create awareness of the Carland Stores, increase customer footfall and achieve brand status. Radio was selected as the primary medium. Carland's continued use of radio is a testimony to its success.
Halfords: We're nuts about salience Changing the public perspective
Michael Wade, Account Planning Group - (UK), Creative Planning Awards, 1997
1996: Halfords is the dominant single player in a number of the areas, such as bikes, car parts, car accessories and garage servicing.
1996: Halfords is the dominant single player in a number of the areas, such as bikes, car parts, car accessories and garage servicing. Halfords actual overall authority in the two/four wheel transport business is not fully reflected in the minds of the British public. Halfords distinguishing features and business objectives are examined. It wished to focus as a complete retail offer within an environment that would appeal to car and bike enthusiasts. The brief for this campaign was to focus on the evaluation of the company and not the products and price. 'Halfords. We're nuts about cars and bikes.' was the strapline of choice, and the campaign used stories involving real people who were real 'nuts' were used in a media plan with sufficient weight to permit three 20 second treatments on a very tight budget (c.£100k for the lot). Qualitative research has provided very positive early response.
The Dodge Boys and How They Changed The Concept of Association Advertising
James D. Grant, Classic Speeches - 4As, 1967
In his speech at the American Association of Advertising Agencies (4A's) 1967 Central Region Annual Meeting, James D.
In his speech at the American Association of Advertising Agencies (4A's) 1967 Central Region Annual Meeting, James D. Grant of BBDO talks about how his agency's campaign for The Dodge Dealers helped increase its sales and public awareness.
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