Proving the multiplier effect of brand advertising
Big Motoring World
The challenge
Big Motoring World is a leading used car supermarket with 10 stores across England. With the launch of a new lower interest finance product and a ‘best price guarantee’, we needed to increase awareness and consideration of the brand, whilst also increasing store visits, car sales and finance conversion.
We used the opportunity to investigate the short and long term impact of adding ‘above-the-line’ advertising channels to the always-on performance channels (paid social, search, classified ads), in order to recommend investment for future growth.
Strategy
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Reinforce our scale and value in a consistent, distinctive and premium way.
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Celebrate the feeling of getting a great deal on your car.
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Quantify the short and long term impact of layering ‘above-the-line’ advertising channels to the always-on performance channels.
What real people think
"I want a fair price from a dealer I’ve heard of and can trust."
The idea
Wow Motoring World
What we made
Creative
Big, bold neon signs reinforced our, well, bigness – and delivered product and value messaging in a consistent, distinctive and premium way. We celebrated the emotional benefit of the new value propositions by playfully flipping the retailers name from Big Motoring World to ‘Wow Motoring World’ and ‘Woohoo Motoring World’.
Media Execution
Out of Home
Geo-targeted roadside 48 sheets and digital 6 sheets were activated in high traffic areas within a 45 minute drive time of each store.
Audio
Playful 30s radio ads adapted the well-know and distinctive jingle from radio campaigns a few years ago. Ads were localised for maximum impact.
In addition, we added national podcast activation, with presenter reads, bumpers and 30s ads.
Local Press
33 local press titles were activated, with local store messaging included.
Performance and owned channels
Paid social was activated with live carousel of available cars, whilst classifieds included the new and improved warranty product to close the deal.
Value unlocked
“The Ninety-Niners have helped us develop a new brand strategy, identity, creative campaign and website. Their attention to detail and quality of their output to date has been spot on. They do what they say they will and are very methodical in their approach, I'd highly recommend based on our experience.”
— Darren Miller, Marketing Director at Big Motoring World
Media test
All stores were exposed to performance media and national podcast activation. 2 regionally isolated stores were chosen as ‘above -the-line’ holds outs to create a Control for the test. The 8 Exposed stores received equally weighted out-of-home, radio and local press.
For each store, we developed weekly benchmarks for behavioural measures, based on trend-adjusted year-on-year sales to control for seasonality and individual store growth.
We created regional clusters within the national brand tracker for Exposed and Control stores, and also compared against completely unexposed regions where we have no stores.
The campaign ran over 8 weeks, with an additional 12 week post-campaign measurement period to allow for up to 90 day purchase process.
Value unlocked
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Traffic was a leading indicator and was immediately responsive to ATL advertising in Exposed stores. Customers on site in Exposed stores increased by 24% in Exposed stores during 8 week campaign period and gradually returned to equal with Control in the following 12 weeks.
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Incremental sales in Exposed stores rose steadily through the 8 week campaign period against a falling Control, showing a sustained incremental impact on sales in Exposed stores of 25% on average.
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Brand Image measures showed significant increase in campaign period vs preceding period.
