Drayton Motors and AdSmart

Drayton Motors – Driving awareness

Background

The campaign was originally started to create local awareness and give customers an insight into some of the staff working at Drayton Motors, and what they could expect in terms of Customer Service.

Objectives

The objectives were clear, to increase footfall and enquiries at the same time as showcasing the business to the public. Their unique 30” TV ad focussed on the personality of the dealership and the warm welcome people would expect as a potential customer.

Targeting

Drayton Motors used AdSmarts ability to target defined postcode throughout the PE and LN postcode districts. The current campaign is visible to all Sky Household within these postcodes.

The campaign for Drayton Motors started in January 2018 and has been on air every month through 2018. – (Excluding August and December).

Top Line Results

It’s been a huge success. In June 2017 they out-performed the new car market by over 40%.

86 new car buyers in their Kia franchise area bought a car from their nearest competitor. This year the number of customers in their franchise area buying from their nearest competitor fell to zero, and sales that they registered from people in the adjacent franchise area went up from zero to 62 – a swing of 148 sales!

When the campaign was launched in January 2018 the number of likes for the advert on their social media pages increased from an average of 100 for as typical post to over 1,500 for the post of their AdSmart commercial.

Client Quote

“it’s transformed our business!”

Darren Bradford – General Manager

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