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Marketing & Strategy

cap hpi

Setting a Global Style

Developing a marketing strategy to establish cap hpi and the implementation of integrated campaigns including social, direct mail, email marketing, bespoke landing pages and video.

The Brief

cap hpi is a market leader in data and technology for automotive businesses. Trusted partners at every stage of the vehicle lifecycle, cap hpi delivers efficiency through quality of data, enabling insight and intelligent decision-making in a multi-platform world.

cap and hpi were historically two separate providers of motor vehicle valuation and history data, which joined to offer a ‘one stop shop’ to the automotive industry. Murray was commissioned to help support cap hpi’s internal marketing team, showcasing it as the single solution to the industry.

The solution

Each individual company possessed a long history in vehicle specification, valuation, running cost data and provenance. Murray created a solution that communicated that in utilising combined expertise and data from both providers, a whole host of benefits are created for businesses right across the motor trade industry.

It was key for our team to understand the automotive customer pain points and their unmet needs across the multiple automotive sectors and countries.

Murray is currently implementing a strategy to establish cap hpi as an integrated brand and support the company in the next steps of its expansion to Germany, France, Italy, Spain and then into Asia and the USA. Harbouring the wealth of experience across both cap and hpi, as well as the accuracy of its data and innovations and services, the strategy also enables the cap hpi’s team to work cohesively with both cap hpi and its network of agencies.

Implementing tactics to help measure the engagement rates of campaigns, Murray has been instrumental in delivering consistent RoI for both cap hpi and the end user - enabling cap hpi’s customers to see the benefits for themselves in the products the company is creating for and with them.

The Result

Following a well-received strategy, Murray is continuing to support cap hpi’s digital growth, having also developed and implemented a social media strategy, delivered video productions, which include a new brand video celebrating cap hpi’s unique offering within the automotive sector, and active involvement in the development of cap hpi’s biggest ever product launch, working on research, campaign development, recommendations, script writing and storyboarding.   

“Murray and his team came recommended to me and after initial engagement on some small, ad hoc projects have certainly proven themselves and they have aided us at both a strategic and tactical level as we expand our business globally.” 

- Matt Thompson, Marketing and Communications Director, cap hpi.