Automotive Case Studies


2018 Canadian International AutoShow


Challenges:

  • Re-engineer CIAS 2018 social strategy
  • Develop archetype segments
  • Ideate master content strategy
  • Drive pre/in show attendance

Results:

  • Record pre-show ticket sales
  • Record in-show ticket sales
  • All-time single day record attendance
  • Set 6 "best day" attendance record
  • Highest attendance in CIAS history

2.5

billion impressions

#1

attendance CIAS history

Record

pre show ticket sales

PORSCHE
“Reward To Retain”


Challenges:

  • Continue to elevate the Porsche proprietary consumer acquisition & retention program
  • Create a “best in class” motorsport culture, permeating the Porsche badge, leveraging high performance driving experiences
  • Brands; 911, Boxster, Cayman Cayenne, & Macan

Results:

  • Exceptional acquisition & retention program enjoying 12-year event renewal!
  • Contributed to present day culture

#1

Porsche retention program

4

peformance brands

100%

sell out


Wakefield Canada - Key Accounts (DIY)
“Go Cup Crazy”


Challenges:

  • Provide first-class FIFA World Cup experience to supplant a trip to the World Cup in South Africa
  • Create a memorable VIP experience for trade and consumer customers, showcasing various World Cup countries in Toronto
  • Generate a brand bond with client, trade and consumers
  • Create a multi-level experience and promotion rewarding consumer winners and select key accounts

Results:

  • Delivered turn-key event including; Flight, accommodations and industry-leading experience featuring six venues within three days for 250 trade and consumer attendees
  • Voted #1 activation of VIP FIFA World Cup license globally
  • Tremendous trade and consumer response, increased loyalty and brand bond

#1

key account trade event

6

venues, 250 key buyers

3000

retail accounts

Volkswagen Road Tour to Drive Conversion
“You Be the Judge”


Challenges:

  • Provide a forum for the general public to drive & experience all VW models on tour

Results:

  • Exceeded goal to secure 2400 drivers through www.vw.ca and VW social
  • 2650 drivers and potential consumers actually experienced VW
  • Tour directly responsible for selling 16 VW vehicles within days of consumer experience.

2650

new VW trials

16

VW’s sold through tour’s

12

day road tour

BF Goodrich Summer Showcase
“We’ll Show, You Tell”


Challenges:

  • Create a competitive showcase to establish market position.
  • Data acquisition to measure tire performance on a dynamic performance drive course.
  • Retail traffic driving event, educating and incenting retail tire counter sales staff and media to advocate tires and induce consumer trial.

Results:

  • Validated performance expectations with successful launch of feature tire to the national dealer network.

Exceeded

client expectations

Tier - 2

BF Goodrich tire competitive against tier- 1 tire

Feature Tire

launch nationally


Chrysler National Sales Tour
“Chrysler Key’s to Competing”


Challenges:

  • National tour engaging and training National Chrysler Dealership Body sales staff in key VECTOM markets

Results:

  • Delivered key messaging and competitive sales information and techniques across multiple model lines.
  • Engaged average of 2500 sales staff engaged each tour. Renewed platform enjoyed a 7-year run.

2

national tours annually

7

year event renewal

2500+

sales staff engaged on tour

Labatt’s Road Scholarship
“Teaching Smart Driving”


Challenges:

  • Create awareness and educate college/university students about the risks inherent with driving under the influence!
  • Concurrently disseminated the Federal Governments mandate to promote responsible use and moderation.
  • Program partners - Labatt Breweries, Ford Motor Company and Bridgestone Tire Corporation.

Results:

  • Engaged 25,000 students with the national “PLEASE DON’T DRINK AND DRIVE” Program”.
  • The program and all of its partners enjoyed an 8 year life span. LRS curriculum now forms basis for winter driving programs across Canada.

25,000

university & college students engaged

8

year event term

LRS

curriculum formed basis for winter diving programs across Canada

Mr. Lube - Walmart (DIFM)
“7 Car a Day Challenge”


Challenges:

  • Create awareness & consideration for seasonal services of Mr. Lube Walmart
  • Snow Today! Tires Tomorrow!

Results:

  • Increased winter tire consumer consideration, sales & service at Mr. Lube in Walmart by 38% Y.O.Y
  • Mr. Lube extended original campaign to 3 year equity leveraging original; Media Plan, P.O.S, XM, Direct Mail and Promotion

38%

Y/O/Y Sales increase

3

year equity extension

5

tactical mediums integrated per store nationally

Giti Winter Product Showcase
“More Rubber for Less Money”


Challenges:

  • Validate quality/price proposition of GT radial tires relative to direct competitors.
  • Educate and incent retail tire counter staff to advocate tires based on trial

Results:

  • Validated client expectation - Client tire performed “as well as” competitive tires and offered at significantly lower costs to consumer [Performed better in some categories]
  • Program renewed and enjoyed a 7-year event renewal

#1

B2C dealer sales event

8

hours spent directly with
economic buyers

100%

of time spent demonstrating
product benefits

Driving Brand Preference At Canadian Tire Nationally
“Motivate to Activate”


Challenges:

  • Introduce and generate awareness for Castrol’s new SYNTEC Product line
  • Win feature displays & primary flyer position in nations leading Auto Retailer
  • Elevate Castrol Oil at CT during winter oil change season

Results:

  • Record category sell-through
  • 30% increase in Y.O.Y synthetic oil sell-through
  • Highest sell-in in client history
  • Largest consumer participation rate for Castrol
  • Secured agreement to renew equity following year


#1

consumer oil promotion in CT history

30

Y/O/Y sales increase

100%

sell-in and sell trough of Castrol display programs


General Motors Canada
“The ABC's of ABS”


Challenges:

  • Create a practical curriculum to educate consumers about the benefits of stability control systems
  • Activate via a national experiential GM corporate staff, national dealership network personnel and the general public

Results:

  • Engaged 12,000 GM participants in 17 cities over an 8 week period.
  • GM corporate and national dealership sales staff gained functional and
    beneficial understanding of a vehicle’s stability control system.

12,000

participants

17

Canadian cities

8

weeks activation period