Case Studies - Turtle Wax ICE

Client: Turtle Wax

Agency: TSA Marketing Communications

Campaign: Turtle Wax ICE Product Demonstrations

Brief:

To promote awareness and increase sales of Turtle Wax ICE by executing product demonstrations / promotions at key car shows and Halfords store locations across the UK.

Video: Click here to see a video report about this campaign

Target Audience:

• Motorists
• Car Show goers

Campaign Description:

• Locations
  • The Turtle Wax Ice event unit and promotion team toured across the UK over 18 weeks of summer.
  • Each week the teams set up the Tutrle Wax event area within 18 of the largest motorsport and car enthusiast events across the UK.
  • On the same weekend, the teams also attended the largest Halfords stores in the area local to the motorsport event.
• The Event Area
  The promotion team worked from a promotional display area including:
  • Branded gazebo (6m X 3m), with eye catching graphics and logos
  • Branded 4 X 4 jeep (used both of movement of materials and for actual demonstrations)
  • Large free standing feather flags, pop up banner stands, branded table counters
  • Rolling video montage of TV adverts and demonstration on TV screens
  • The event area was manned by a team of attractive promo girls who pulled in customers and one experienced, trained demonstrator who presented the product to the crowds of people who gathered around the event area



• Key Messages
  • The core focus was to show the public the demonstration, highlighting all the unique product features and benefits.
  • Once shown the product, the team also sold the product to interested recipients, with a special offer, of a free bottle of wash, with each bottle of car wax.
• Data Capture
  • There was also a competition running which the team actively promoted to the passing public encouraging them to complete the feedback questionnaire and explaining the prizes on offer.
• Results:
  • All Halfords stores SOLD OUT of product where ever the activity visited.
  • The sales achived at the events paid for a very large proportion of the overall activity costs.
  • Product is now ranked as the number one, fastest selling car polish in the UK.
  • Client (Sales Director and UK MD of Turtle Wax) are all extremely pleased and is planning on tripling the size of this year's campaign.