Dean’s Towing

Station: hit104.7 Campaign Type: Direct Response Promotion Timeframe: 2 weeks Target Market: 18 – 24 yrs, 25 – 39 yrs, 40 – 54 yrs, 55 – 64 yrs, 65+ yrs

Background/Brief

Communicate to listeners that scrap cars and metal they have at home can be traded in for cash.

Campaign Objectives

Raise awareness and increase sales.

Insights and Solution

Breaking down is a highly stressful occasion so the idea to use humour, a simple message and phone number would ensure easy recall. The campaign intended to purely increase Dean’s Towing’s brand. The client was given 20 plus bonus spots each month in ROS in order to increase the opportunity to hear.

Results

The increase in amount of scrap cars taken in went from an average of $1000 per month up to $4000 - $5000 per month. This was a 350% increase on average. The client has also increased their overall market share in both categories of towing and scrap metal from around 10% to 50%.

Download this Case Study as PDF

"The campaign is witty, funny, straight to the point, gets our name out there and most importantly has increased our business workload dramatically. We hear all the time how great our commercials are from customers, co-workers, friends and family. The feedback has helped us come to the conclusion that we are spending our advertising money more wisely"


Dean’s Towing
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