Ultimate Edge were tasked with creating an offline media strategy to:
- Help double enquiries every month for the company’s Pennant Hills dealership
- Successfully re-position the dealership in the market and drive sales
- Enhance brand identity and provide the team with something they can be proud of.
We established that the key to ‘rebuilding’ the brand would be to leverage mainstream media. We partnered with the KIIS FM radio network to bring the campaign to life over a six-month period. We leveraged drive-time radio throughout the working week and ‘owned’ Saturdays when people were in buying mode.
From a creative standpoint, we set out to redefine what a car dealership ad should be. Typical dealership ads are boring and get forgotten as soon as they’re heard. We conceptualised the “Famous for all the right reasons” campaign, which tied the radio campaign with experiential marketing: from Prius ‘school buses’ to Prado family escapes and a ‘Toughest Tradie’ competition for the Hilux release.
The Pennant Hills branch achieved record sales after only three short months of the campaign being live.