The challenge

Daihatsu customers have a very practical approach to car buying; great reliability and value for money appeals to them and as a result repeat purchasing is extremely high.

Traditionally Daihatsu had advertised in press, which allowed them to gain a share of voice, but the effects were limited by the more significant budgets of competitors. 

The TV solution

Using the same limited budget, Feather Brooksbank adopted a direct response approach to TV advertising. By focusing on daytime TV, the brand was able to avoid the premiums attached to evening and traditional brand airtime. 

This approach moved Daihatsu away from the competition, boosted their share of voice and provided measurable results.

The airtime focused on selected stations and programming that profiled well against ABC1 Adults aged 50 and over. Thirty-second spots ran on Sky’s Discovery stations, More4, Five daytime, ITV3 and UK History & Drama.

The no-nonsense creative focused on the Terios 4x4 and offered a checklist of all the benefits of buying a Daihatsu compared to similar models in the market.

After two bursts with a phone call to action, viewers were directed to a dedicated microsite; www.crazynotto.co.uk, and this was also supported and monitored by paid search activity.

Results

2007 saw Daihatsu have their best ever year for sales, up by 25% against a market which increased by only 2.5%, not to mention the unquantified positive brand effect. Dealers have been enthused and excited by the activity, driving positivity throughout the business. 

Daihatsu is back on TV in 2008.