| Brand | CONTACT CARS |
| Product/Service | USED CARS FINANCE SCHEME |
| Entrant | JWT Cairo, EGYPT |
| Category | Alternative Media |
| Entrant Company: | JWT Cairo, EGYPT |
| DM/Advertising Agency: | JWT Cairo, EGYPT |
The Brief
Target audience was drawn from potential new customers.
The strategy of the campaign was to promote the used car finance scheme from car owners. "Sell your car in order to buy a new one" so they become advocate for the service.
Creative Execution
With minimal cost we were able to gain awareness amongst the person-to-person market.
Contact Cars has a strong reputation in the car market as the top car financer, our campaign made it possible to promote both financing used cars as well as new cars.
Describe the creative solution to the brief/objective.
Egyptians sell their cars by sticking a simple print out with the words "FOR SALE" on it with the car specification and the phone number.
We did the same but only replacing the phone number with the installments’ table (tailored for the best selling car brands in Egypt).
One side of the paper targeting passers by with the message “for sale in installments” and the other side for the car owner inviting him to buy the lastest model of his car in installments.
Results
The full campaign (radio, press, online, and ambient) had the following results:
Total number of respondents 4610
26% traffic increase on contactcars.com
Credits
| Sameh George |
JWT |
A. Creative Director |
| Youssef Ghadallah |
JWT |
A. Creative Director |
| Baher Raouf |
JWT |
S. Art Director |
| May Azmi |
JWT |
Account Director |
| Sally Ezzat |
JWT |
Account Manager |
| Aly Seif Elnasr |
JWT |
Account Executive |