In an effort to boost short-term sales, Chevrolet organised a weekend Tent Sale from 5 September – 7 September 2008. The focus of this event was to sell 24 pre-owned corporate vehicles ranging from the Aveo to the Optra Magnum, Optra Magnum Estate and Captiva. Our task was to reassure drivers that the vehicles were “second hand” only by name and price as they were, in fact, in virtually new condition.
To communicate that we were selling virtually new Chevys at second-hand prices, we sent out a unique direct mailer 2 weeks leading up to the Tent Sale to prospects from Chevy’s test-drive database. The direct mailer contained a life-sized plastic seat wrapper identical to the ones found in brand new Chevrolets. The message on the plastic wrapper read, “Our Chevys are so new, you may find some of this still wrapped around our car seats.”