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An automotive promotional event worth getting out of bed for

The background story

January can be a slow month for the motor trade. Let’s face it, customers are more likely to be tackling the post-Xmas credit card bill rather than booking their car in for service. So, if you’re the number one brand in brakes, do you pull the duvet over your head and sleep until February? Or do you get up and at ‘em – making things happen, driving sales and promoting your brand?

We didn’t wait to be asked. We pitched a promotional marketing idea designed to get the trade talking about Pagid from 8am on the first day back at work.

What did Fox do?

In the motor repair business, the initial sale of the morning sets the tone for the rest of the day. Our ‘Pagid Big Brakefast’ campaign ran exclusively with leading aftermarket part supplier Euro Car Parts, encouraging branch teams to sell Pagid first thing – when customers drop their cars off, and garages begin to call.

The ‘Big Brakefast’ was classic push and pull. Incentivising sales through the branch network, and promoting purchase by the workshop customers, with a core creative theme and headline prizes running throughout, and an integrated programme of on- and offline communications built around a campaign microsite.

For the branch teams

  • Chances to win trips to the British Grand Prix at Silverstone, for the best performing teams in each region.
  • Free breakfast for the fastest sellers each morning

For the workshops

A scratch-card with every purchase of Pagid – every card a winner

Thousands of instant win prizes, including

  • VIP trips to the British Grand Prix at Silverstone – 5 star hotel, Grandstand seats, paddock hospitality
  • Breakfast at Burger King
  • Pagid merchandise
  • Professional training with the Pagid Professional Academy

And when the dust finally settled, Fox organised the Grand Prix trips from start to finish – including sourcing hospitality packages, co-ordinating and hosting the event, and creating winners packs, event collateral and branded giveaways.

What happened?

The Big Brakefast was a roaring success that ensured Pagid was the most talked about automotive braking brand during January 2015. We delivered heavyweight coverage across trade media, with extensive PR coverage and advertising. And we achieved thousands more customer interactions, through email, direct mail, game-cards and in-branch communications, together with loads of mileage through social mediaall contributing towards a significant increase in YoY sales, brand awareness and goodwill.

Oh, and more than 300 prize winners enjoyed a memorable time over the race weekend.

For more on Fox Agency’s automotive marketing prowess, and what we can do for you, please visit here.

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