A.P. Eagers - Queensland's Biggest Car Sale.
How to halt Wayne-ing sales and interest
Brand, Creative, Print Production, Advertising/ Broadcast and Content, Digital, Media Planning, Buying and Reporting, Event Facilitation.
Despite a declining car sales market, this sale was their most successful on record.
What needed to be done?
Twice a year, AP Eagers holds Queensland’s Biggest Car Sale across approximately 35 dealerships. While the scale of the event is compelling, capturing the sense of one big event across such a large geographical territory can be challenging. Previous creative and choice of media channels had become stale and ineffective. That’s when we stepped in. Or should we say, Wayne, stepped in.
How we did it
To give the campaign a dynamic and united look and feel, we used the iconic giant wavy man as a key character. While this guy is a regular around car yards, we gave him a voice and a personality, so Queensland’s Biggest Car Sale owned him. Christened Wayne the Wavy Man, we brought Wayne to life with pre-roll YouTube videos and a suite of other collateral.