Perrys Motor Group

The Brief:
To create a month-long promotion around the month of May, measurable in terms of customer targeting, to increase sales of used cars across Perrys' country-wide dealer network.

The Approach:
The eye-catching theme of MAYHEM was conceived and developed to feature a scratchcard mailshot, supported by similarly-themed local and regional press advertising and point of sale material. A partnership was created with Frankie and Benny's restaurant to provide a combined incentive and measurable response mechanism: a meal voucher for showroom visitors who brought in their scratchcard. To complete the initiative, sales staff were incentivised through a parallel scratchcard scheme providing points for each car sold.

The Result:
A highly targeted, impactful advertising and direct mail campaign which helped to increase customer footfall, in a quantifiable manner, in Perrys dealerships across the UK.