Naza Motor Roadshow Event

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Naza Motor Roadshow Event
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The brief

• Agency was requested to develop a promotional
  program to help boost sales of the Naza Suria
  model.
• The Naza Suria is deemed as the mass model or
  entry level model but sales of the car has
  declined dramatically over time due to
  introduction of new, more attractive vehicles by
  competitors within the price range.

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The findings

• Agency conducted a corridor survey and found that
  the Naza Suria mainly appeals towards the female
  gender (due to its design).
• Aesthetically very plain and dull even with the 6
  variation of colours it is available in.

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The conclusion

• Agency saw the need to uplift the overall look of
  the vehicle to make them more vibrant, visible
  and exciting.
• There was also a need machonize the vehicle so
  as to attract male buyers

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The recommendation

• Agency adopted a campaign theme Whats Your
  Flava. Young, hip and trendy as we are targeting
  the vehicle towards the young execs.
• To zest up the vehicle with car decals of various
  colours and designs.
• To re-badge the vehicles as Naza Suria grafix
  edition

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Communication strategy

• Embark on a Nationwide roadshow at all major
  shopping malls in the key market centres
  showcasing the 6 car designs.
• Ran full colour ads in major newspapers
  highlighting the promotion and roadshow venues.
• Announcements over the radio stations on roadshow
  dates and venues.
• Produced flyers and buntings for increased
  visibility.

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The opportunity

• This campaign allowed Agency to execute ground
  level events for this particular Client for the
  1st time as they were traditionally handled by
  the Client themselves.
• Placements of full colour advertisements due to
  the nature of the promotion also increase billing
  and revenue for this particular Client.
• Provides Agency with a solid platform to execute
  more ground level events.

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The result

• After 2 locations (2 events), we have managed to
  compile a good number of potential leads through
  database collection at the event.
• To date (over a 2 week period), we have managed
  to sell as many cars as it would have
  traditionally taken them a month.
• Client was so impressed with the results, we are
  now looking for new venues to extend the roadshow.

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Sample Creative
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Bunting
Press Ad
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Pictures of Roadshow
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