GSF Car Parts approached us with an idea to give something back to local communities by offering free car parts and repairs, to be run in conjunction with three branches.
We came up with a campaign name – Get Your Motor Running! – and worked with the client’s designers to create logos to promote the campaign, which had a £15,000 prize find.
The campaign was then promoted in early 2015 via independent media and GSF’s social media channels to find deserving cars which would be fixed up free of charge.
The campaign highlighted GSF’s commitment to its corporate and social responsibilities by easing the financial burden on the customer whilst minimising the risk that their vehicles posed on the road.
The £15,000 was split between GSF branches in Leicester, Leamington and Banbury.
Entrants were simply asked to submit ‘100 words or less’ stating why they deserved to win via a bespoke campaign landing page on the company’s website. Hundreds uploaded everything from song lyrics and poems to video animations, along with written requests, before 17 winners were finally selected.
The winners’ stories were varied and diverse, as we selected a combination of deserving human interest entries and interesting vehicles. This variety allowed us to produce write-ups for different media segments.
These included local papers, specialist consumer automotive titles and trade press. Initial coverage generated over £20,000 with AVE far in excess of the outlay which came in well below the £15,000 (parts at retail value) budget.
Besides this coverage, GSF generated a ‘talking point’ with lots of positive social media comment and local activity from participating branches that helped grow awareness of GSF’s retail car parts and accessories website in a way that effective and interesting.
The campaign has returned to be run with five branches over Summer 2016.