creative integrated marketing

We are a creative integrated marketing consultancy specialising in 4 business areas: Business Services, Financial Services, Automotive Aftermarket and Recruitment Advertising. These blogs tell of some of our experiences working in these business areas.

7 January 2014

Three ground-breaking marketing automotive firsts

The automotive sector has long been synonymous with innovation, style, technology and, from time to time, some really good and memorable marketing. Here are three strategies which were bold and cutting edge for their creativity – perhaps they will inspire you with your creative briefs!

Castrol
Ogilvy Advertising created an electronic roadside poster which shows car drivers what sort of oil they should be using in the car they are driving. Cameras placed near to a roadside poster read the car number plate and linking to DVLA data, work out which Castrol oil is best suited.

It's an extraordinarily clever creative strategy, which directly engages motorists in their vehicles and is highly personalised. It's not only provocative, it advances Castrol's brand, the brand experience and reinforces the company's technical reputation.

Varta Automotive Batteries
AEP Advertising created a groundbreaking outdoor campaign using reflective graphics - requiring special permission from the Public a Carriage Office (PCO). Ordinarily, lighting on UK registered vehicles has to be white to the front, red to the rear and amber to the side. When Varta unveiled their BLUE dynamic battery technology, we were briefed to underline its superior performance and create a powerful B2C campaign. We persuaded the PCO to agree to 4 colour reflective graphics applied to the side of vehicles. 3M were also persuaded to co-fund production.

We chose taxi exteriors to reach over 4 million UK motorists in key conurbations where Varta enjoyed excellent distribution, garage penetration and retail loyalty. The local car parc was also considered, as was data relating to propensity to buy premium batteries.

Whilst the campaign was aimed at motorists, “Be smarter. Fit a Varta. Most carmakers do” enabled us to maintain our OE messaging (the most compelling reason for choosing premium when it comes to replacement). Taxis also enables us to tie-back to the trade to leverage the B2C media investment.

Land Rover
Land Rover and Eyeview have created a personalised ad system that pulls from over 700 videos. The 30-second ads are based on web visitor click information and gleaned preferences (model etc). The result has been a 53% uplift in purchase intent.

For a returning web visitor, they might be served a film talking about specific features, (safety, off-road etc). Follow up ads then deliver a discount and directions to their nearest dealer. Dealers have been excited by the quality of the films and their impact at driving quality leads. Whilst B2C focused, the campaign marries both B2B and B2C systems delivering a supreme brand experience, relevance, and it makes it easy for prospects to respond.

If you are looking for your automotive brand, product or service to work harder, it probably could and deliver significantly more value. B2B and B2C strategies do not have to be separate. They can be integrated to drive value. For ideas and advice, contact Chris Abraham on +44 207 580 1806 or chris@abrahamellis.co.uk. Chris Abraham leads AEP Advertising - an integrated brand and marketing agency helping automotive and related, or independent aftermarket companies to get ahead.

AEP Advertising We are a b2b and b2c agency providing integrated branding, strategic and lead generation marketing communications. We have deep specialist knowledge in the business services, financial services, automotive and recruitment advertising sectors spanning over 40 years.



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