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A scorching automotive promotion to drive sales

The background story

In the summer months, workshop technicians are often more concerned with holiday planning and catching some rays, than selecting a braking brand. So we needed a campaign that helped them do both!

The campaign needed to capture the interest of Pagid’s audience at this time of year, to ensure that they would take notice and engage – leading to scorching hot brake sales.

What did Fox do?

We developed the Pagid Summer Brake-Away promotion.

For the month of July, Pagid trade customers were given the chance to win one of 10 sizzling prizes, including a luxury holiday for two in the stunning Blue Bay in Mauritius, 4 x weekend breaks at Radisson Blu hotels and 5 x blue-tinted Ray-Bans.

In order to win, customers could purchase any Pagid product, and submit details of the purchase via a dedicated microsite purpose-built for the campaign. Technicians could enter as often as they wished, encouraging customers to build up stock of Pagid parts and accessories, in a traditionally buy-as-you-go environment.

The competition was promoted through highly targeted direct marketing to UK garages and workshops –  including existing customers and prospects. The promotion was also communicated through email campaigns and online content on the Pagid websites and social media channels, as well as social advertising and retargeting to the microsite visitors. Plus, integrated trade advertising and PR coverage across the key industry media, including CAT Magazine, Aftermarket, Autoscene and Workshop.

Throughout the campaign, we ensured Pagid customers were reached through channels they use and consume information on, ensuring every penny spent was optimised to drive entries and sales.

What happened?

The results for the month-long campaign read more like the results you’d expect for an entire quarter. With huge reach, positive engagement and a recorded increase in sales, the campaign achieved every objective it set out to. Just take a look:

  • 50,000 customers reached
  • 12,000 visitors to the promotion microsite
  • Over 6,000 entries to the competition
  • Coverage in all the key aftermarket media titles
  • 40,000 people reached through PR coverage
  • 22% increase in sales (compared to same period in previous year)

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

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