Introduction.
Isuzu is a Japanese multinational automobile manufacturer seeking to make a splash with the launch of a new pick-up truck model. De Bono Marketing’s ability to offer flexibility, diversity, and expertise with an all-in-one agency model meant that we were well-placed to deliver the agile, efficient, and effective creativity required to achieve this. We helped bring in record results for Isuzu’s UK division through outside-the-box thinking based on defined insight, showing that we could talk the torque as well as walk the walk when it comes to launch marketing.
Challenge.
Isuzu UK approached us with a unique challenge to gain buy-in from its then-disgruntled UK dealerships and create a consumer campaign to
launch its new pick-up truck across 120 franchise dealerships over one weekend.
Solution.
Our ability to bring together a diverse and agile team of experts meant we could tackle this challenge by:
1. Achieving Buy-In:
Given the situation with the dealerships, one of our first tasks was to work with the Isuzu team to win buy-in from the 120 franchises to take part in this launch. De Bono Marketing’s collaborative approach to creating authentic customer connections ensured that we gained 100% buy-in from the dealerships, which was a first for Isuzu in the UK.
2. Strategy:
Our creative team came up with the ‘Big Pull Challenge’ 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-showroom activation, and a PR stunt on YouTube to set the tone of the event.
3. Implementation:
The 120 events saw the De Bono Marketing specialist 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 prospective customers.
Gallery.
Results.
+62.3%
A 62.3% rise in CTO rate
+78k
More than 78,000 views on their YouTube channel
+162
162 new car sales in a single day
Conclusion.
Our innovative thinking and collaborative approach meant that not only did De Bono Marketing manage to engage the Isuzu dealerships, but also ensured heavy footfall at the launch events, which successfully converted into unprecedented sales levels.
What did our client say...
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.
Nicola Green
National Marketing Manager