THE CHALLENGE
Car owners had very little knowledge of the Unipart brand and would rarely consider it as an option when having their car serviced. We needed to put local Unipart Car Care Centres front of mind using a fraction of the budget of more well-known and established brands.
THE STRATEGY
From our own research it was clear that convenience and trust were two very important factors for car owners when it came to servicing their car. Two factors that were actually at the heart of the Unipart product and service. Our strategy therefore had to clearly explain the ‘Unipart difference’ – to be free from typical car jargon and to underpin two truths; that a Unipart Centre is never more than 15 minutes away and that the team of servicing experts are the beating heart of each Centre.Our challenging budget meant we selected very targeted media in two key car check periods, pre-winter and pre-summer, with creative that positioned Unipart to stand out clearly from the competition.
RESULTS
To date the campaign that has seen a sharp uplift in website traffic, increasing the total number of visits so far to over 3500 and has averaged impressive click through rates. In addition Unipart have seen an increase in franchise applications and profitability.
Car owners had very little knowledge of the Unipart brand and would rarely consider it as an option when having their car serviced. We needed to put local Unipart Car Care Centres front of mind using a fraction of the budget of more well-known and established brands.
THE STRATEGY
From our own research it was clear that convenience and trust were two very important factors for car owners when it came to servicing their car. Two factors that were actually at the heart of the Unipart product and service. Our strategy therefore had to clearly explain the ‘Unipart difference’ – to be free from typical car jargon and to underpin two truths; that a Unipart Centre is never more than 15 minutes away and that the team of servicing experts are the beating heart of each Centre.Our challenging budget meant we selected very targeted media in two key car check periods, pre-winter and pre-summer, with creative that positioned Unipart to stand out clearly from the competition.
RESULTS
To date the campaign that has seen a sharp uplift in website traffic, increasing the total number of visits so far to over 3500 and has averaged impressive click through rates. In addition Unipart have seen an increase in franchise applications and profitability.
