Case Studies
Daihatsu
TV on a Small Budget
In 2006 Daihatsu found the effect of press advertising beginning to drop. This was evident particularly in response numbers as well as from dealer feedback. Huge competitor budgets and clutter in the medium meant that it was becoming increasingly difficult to gain stand out.
We knew that it was the practicality and good value of the cars that appealed to typical customers, and that they therefore were not ‘badge conscious’ when it came to what was parked on their driveway. Using the same limited budget we adopted a Direct Response approach to TV advertising; which meant that we were able to avoid the premiums attached to evening and traditional brand airtime. This moved Daihatsu away from the competition and provided measurable results.
The DRTV advert was designed to direct viewers to a dedicated microsite; crazynotto, this was supported and monitored by our digital team with pay-per-click and search activity.
Using our tracking tool ‘Boomerang’ we were able to constantly monitor and refine the channel selection to ensure the best performance.
2007 saw Daihatsu have their best ever year for sales, up by 25% against a market which increased by only 2.5%, not to mention the unquantified positive brand effect. Dealers have been enthused and excited by the activity, driving positivity throughout the business. Managing Director Paul Tunnicliffe, had this to say about the campaign:
“There is no doubt that the marketing campaign had a major influence on these figures…thanks are due to your teams for the excellent contribution you have made to our business”.
Continue reading more about the campaign from Thinkbox
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