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Auto industry open and continuing to keep motorists safe during COVID-19

The onset of COVID-19 provided a demanding operating environment for automotive businesses across NSW. Vehicle sales numbers dropped and the population was advised to self-isolate, meaning foot traffic into automotive dealer, service, repair, and parts outlets fell dramatically.

The Motor Traders’ Association (MTA) NSW wanted to show solidarity with its 3,000 strong member businesses and drive awareness amongst consumers that as an essential service provider, the auto industry was open and ready to assist motorists to keep them mobile and safe on the roads.

To facilitate this message, IMA developed an integrated campaign to drive awareness amongst the key 30-55 year-old audience in Sydney metro and key regional areas.

The activity included:

2GB Radio Campaign – engagement of Ray Hadley as a leading personality, to be the voice of the campaign. This included pre-recorded spots and live reads.

2GB Website Homepage Takeover – MTA NSW was prominently displayed to over 815,000 people on the home page of radio station 2GB, driving traffic through to the campaign landing page.

Newspaper Ads – Full-page press advertisements in the Daily Telegraph motoring section.

Social Media Advertising – to drive consumers to the MTA NSW website to find their local MTA NSW Member using the online ‘Find a Member’ tool.

Customer Communication Collateral – to support auto businesses communicate with their customers, collateral was developed including posters, flyers, customer care information, social media assets, and communication templates for SMS and email.

Outcome

In the first week alone, the campaign delivered strong results including a:

  • 350% lift in page views to MTA’s dedicated landing page
  • 900% lift in entrances to the general MTA site via this dedicated page

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