Integrating a multi-channel campaign to promote a revolutionary new digital service.
A fully integrated campaign deployed across multiple channels to support and promote the launch of Aston Barclay’s new Cascade digital service.
The Brief
Working in conjunction with sellers and buyers wanting to trade quickly and efficiently, Aston Barclay’s in-house team developed Cascade — a revolutionary system to enhance its online bidding platform; combining the vehicle remarketing group’s innovative suite of digital services into one seamless process.
To help maximise the service user-base at launch, Aston Barclay required a fully-integrated campaign to heighten awareness and effectively communicate the benefits of Cascade to both audiences. Success would be determined by the level of interest generated from buyers and sellers as a direct result of the campaign.
The Solution
Based on preliminary research of print-based DM achieving excellent results in related sectors, a similar approach would be undertaken to engage both buyers and sellers — with high-end lenticular pieces sent to the latter, and a credit card-style/letter of exclusivity sent to the former. This would be supported by national trade press coverage and POS display positioned in Aston Barclay auction centres across the UK. This would not only ensure maximum exposure across all physical touch-points but also help direct audiences to a dedicated landing page (via web address or QR code) for further service information and to register their interest online.
Trade press coverage was also featured across digital publications, further bridging the gap between offline and online communications. It was also agreed that online video — published and promoted across various channels — would further maximise exposure and increase targeted customer engagement. Social media assets, including banners for all platforms, were also created and deployed to ensure consistency across all digital touch-points.
To help tie all these components together, a single creative concept was established early in the development stages and applied across all integrated elements, ensuring consistency in style and messaging while delivering a seamless brand experience for all audiences.
The Result
Following a well-received campaign that successfully created significant attention surrounding the launch of Cascade, resulting in many customer meetings booked with the Sales Team, Aston Barclay has continued to generate new leads and inquiries from both buyers and sellers interested in the new service.
"The creative and media output produced by Murray and his team have been instrumental in the promotion of our new digital platform. Significant interest has been generated in our new offering, resulting in many follow-up meetings with clients and prospects."
Tom Mapes - Group PR and Marketing Manager, Aston Barclay