In order to raise awareness of J Davidson’s services, specifically car scrapping, we were asked to create an integrated campaign that would cover multiple marketing channels. The original campaign plan included both online and offline aspects, plus PR efforts in order to garner the interest of local press and radio. Our initial campaign objectives were to:
- Raise awareness of the J Davidson brand and its offering
- Encourage customers to come forward and scrap more cars
- Drive engagement on social media channels
- Earn press coverage in local publications and radio
+ The Challenge
We needed a way to make a slightly less glamourous service fun, exciting and engaging. We knew the campaign would require strong branding and a clear theme, as with so many marketing disciplines working in sync customers needed to instantly recognise the campaign and understand its purpose.
We needed to drive engagement on social media, getting the target audience revved up and ready to scrap their cars. And what’s every social media following’s favourite thing? Why, a competition of course!
+ Our Strategy
Team K2L put our heads together, and after many crazy ideas, created the J Davidson ‘CARnival’. The concept focused on a competition; whenever a customer scrapped their car they received a unique customer number, thus being entered into a draw. The prize? Fittingly, a car! The final was held down at the J Davidson site, where five contestants all played an arcade grab machine to pick a key. One lucky winner would select the key that opened the car!
In keeping with the carnival-inspired theme, the branding was candy red-and-white striped, also the J Davidson brand colours. This branding was rolled out across each of the marketing mediums, including banners, billboards, and printed collateral.
To drive engagement on social media, we integrated the campaign online with emails and shareable graphics. We also chose one of the semi-final contestants from a social media draw; entrants simply had to ‘Like’ the J Davidson page and share the post.
CARnival was a roaring success. Our PR efforts all paid off – the entire campaign was covered by Key 103 – and also featured in several publications, including the MEN.