The Brief
Traditionally, cabin air filters have been unable to filter fine particles out, causing significant health concerns for vehicle consumers. Ryco identified an opportunity within the cabin air filter market to deliver an innovative new product that would remove fine particles from vehicle cabins. As this was an unexplored market in Australia, Ryco required a multi-faceted solution that would both educate the marketplace and drive sales within the automotive workshops, resellers and motorists target markets.
The Solution
MANBRANDS designed and executed the integrated “Breathe Easier” Cabin Air Filter campaign.
Trade & Consumer Competition: A competition was designed to incentivise automotive workshop owners and mechanics to fit Ryco Cabin Air Filters, whilst a chance to win as a reward for purchase was targeted at consumers. A significant prize pool of $40,000 was split evenly between trade workshops and consumers, awarded to the winners on a monthly basis in the form of $1000 VISA gift cards throughout the six month promotional period, maintaining excitement and engagement.
Below the Line: Over 2000 comprehensive trade packs featuring Point of Sale items were produced and delivered to the mechanics channel to engage and educate the fitters and end users.
Above the Line: To raise awareness within the market of the cabin air filter category and Ryco’s innovative response to it, a targeted media campaign was executed across Trade Press, Consumer Press and Radio.
Digital & Social: To further support the promotion, a robust digital channel push that included a social media campaign targeted at trade and consumer markets, an Electronic Direct Mail (EDM) series and a Search Engine Optimisation campaign was implemented.
The Result
The campaign delivered significant results against the objectives for Ryco in terms of increased sales, increased workshop and consumer database and engagement and education to the target audiences.
