Beaurepaires – Vince Martin

Category: Consumer Durables
Agency: Clemenger BBDO
Advertiser: Beaurepaires
Campaign: Vince Martin



SUMMARY

Beaurepaires was facing a slide in sales. There was an urgent need to boost brand preference in order to drive sales growth.

To do this it needed to gain an emotional response by breaking out of the well-worn category clichés. The campaign proposition was: “Beaurepaires goes beyond the call of duty to keep you on the road”. It re-cast Vince Martin – one of New Zealand's most enduring, advertising-created icons – into his true roadside hero role.

Preference doubled in six months, and the 12-month sales target was beaten by a whopping 40 percent.