Having a female Dealer Principal of a multi franchise dealership in Debbie Clark, Nepean Motor Group had a ready-made point of difference and unique selling proposition. Debbie had completely revitalised the premises, staff and increased the franchise offering to 8 brands. Debbie’s management style was very hands on, meeting and greeting almost every customer in both the sales and service areas. While Dealer Principals voicing their ads was nothing new and a little risky, Debbie’s outgoing personality made her an obvious choice to voice her own campaign.
To emphasise the complete overhaul of the business, the campaign commenced a month before Debbie officially took over. Debbie’s voice was disguised and the initial schedule generated much intrigue and interest, including local press speculating as to who was the mystery voice. Once the dealership opened, Debbie’s normal voice took over highlighting her core business values of honesty, service and choice.
The campaign creative has followed much the same strategy since July 2009. In 2011 Nepean Motor Group was integrated into the Jonesy and Amanda breakfast show as a segment sponsor and Dealer Principal Debbie Clark gave away a car live on air to the ultimate winner.