Isuzu UK approached us with a unique challenge – to gain buy-in from its disgruntled UK dealerships and create a consumer campaign to launch its new pick truck across 120 franchise dealerships over one weekend.
After gaining 100% buy-in (another first for Isuzu) from the dealerships, the ‘Big Pull Challenge’ was created to highlight one of the key attributes of the vehicle, its market leading towing credentials. The dealer launch became a 360-degree approach, incorporating CRM pre-launch, in show room activation and a PR stunt on YouTube to set the tone of the event.
The 120 events saw the Origin team running a showroom takeover with POS, uniforms and a specialist kit for customers to test their strength against the new D-Max, supported by a social media campaign to drive footfall for the registration on a dedicated microsite. All this was underpinned by the creation of a marketing kit supplied to each dealership so they could personalise their communications to prospect customers.
The national event was the single-most successful launch that International Motors had seen in its 35-year history and achieved an unprecedented 162 sales in one day. This resulted in the new vehicle achieving number two in sector sales and Isuzu’s previous top position had been fifth.
National Marketing Manager
For the full story on how we supported Isuzu, give us a call on 01926 422002, or drop us an email on [email protected] and we’ll send you the full case study.