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  • Station Hit105
  • Campaign Type Promotion
  • Timeframe 3 Weeks
  • Target market
  • Station Hit105
  • Campaign Type Promotion
  • Timeframe 3 Weeks
  • Target market
Llewellyn Motors committed to this program to heighten the awareness of the Llewellyn brand & the fact that we have four of Australia’s Most Loved Brands. This campaign delivered on this objective by promoting the choice of four vehicles, one from each brand.
Matthew Taylor-Farrington, Marketing & IT Manager, Llewellyn Motors Pty Ltd

Brief

Llewellyn Motors briefed hit105 to run a car giveaway promotion attempting to do something that has never been done before. 

Campaign Objectives

  • Drive talkability around the Llewellyn Motors brand in Brisbane.
  • To heighten the awareness of the Llewellyn brand.

Insights and Solution

‘HIT105’S DRIVE-BY"

Station listeners had to track down the cars (either by listening to on air clues, watching hit105’s social channels or following the online GPS tracker) and sign the side with a Niko pen. The hit105 street team were on site to record details into an iPad so they could conduct a draw at the end of the promotion.

Hit105 full-body wrapped two brand new cars and sent them out on the streets of Brisbane, touching nearly every suburb across the city throughout the campaign. The promotion was concluded by the breakfast show randomly arriving at the winner's workplace.

Llewellyn Motors felt the campaign was so successful that they immediately expressed their interest in running the promotion again, and together hit105 and Llewellyn Motors started working on ways to ramp up Drive By and make it even more effective the following year.

Results

  • 1456 Hit105 listeners fled to the streets over the three week campaign period.
  • Based on customer feedback the program heightened consumer awareness of the 'Llewellyn Brand'.
  • Llewellyn Motors saw an increase in Sales Lead Traffic during & post campaign (compared based on previous year results), which directly resulted in increased sales numbers. 
  • Llewellyn Motors saw an increase in Social Media Engagement during & post promotion ('Likes' & 'Shares').