Gold Coast Mazda

Station: 90.9 Sea FM, Gold Coast Campaign Type: Direct Response Promotion Timeframe: 1 month Target Market: 18 – 24 yrs, 25 – 39 yrs

Background/Brief

Coast Mazda were on a mission, they needed to profile their new Mazda 2 range but wanted more than just a straight 30 second commercial campaign.

Campaign Objectives

  • Profile and increase interest in the new Mazda 2
  • Increase traffic into their service department

Insights and Solution

Sea FM’s “Car Full of Stars” This campaign answered the client’s brief in a number of facets, got Sea FM listeners talking and integrated Gold Coast Mazda in the execution. The mechanic was to guess 5 mystery celebrities driving the new Mazda 2. Additional clue incentives were on offer if listeners took their car to be serviced at Gold Coast Mazda or went for a test drive to ultimately win a key to open a new Mazda 2 on offer. Multimedia support included website clues on both station/client websites and social media pages.

Results

  • 14 additional Mazda sales during the promotion.
  • A 60% increase in service bookings at Gold Coast Mazda.
  • Strong results for Sea FM also, achieving no.1 cume for that survey period.
Download this Case Study as PDF
“Sea FM’s ‘Car Full of Stars’ was the text-book sales promotion – we delivered for the client and the Sea FM listener”
Andrew Very, Content Director – Sea FM/Gold FM.
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