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A.P. Eagers - Queensland's Biggest Car Sale.

How to rev up declining sales figures

A.P. Eagers - Queensland's Biggest Car Sale

Despite a declining car sales market, this sale was their most successful on record.

The components we delivered

The components we delivered

  • brand
  • creative concept & content
  • videography & edit
  • digital execution
  • print production
  • media planning, buying and reporting
  • event facilitation
What needed to be done?

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

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.

Results

Despite a declining car sales market, this sale was their most successful on record.