Design brief
CMC Media Launch — Wanderers Cricket Club, Johannesburg
Chinese cars get more than a little shrift in conversations between manly men all over the country every day. When Calibra Motor Corporation approached our team, they knew they had a difficult task to lie in front of us — change the perception of the Chinese made motor vehicle in South Africa and raise its profile to compete with their Japanese made counterparts.
With a class leading Mini-bus and a range of 6 adaptable entry class vehicles our team decided to take on the challenge and change minds as ours had been. Launching at a media event held at the Wanders Cricket Ground members of the press were invited to have a first-hand look inside the vehicles and hear what the CMC team had to say. Then it was on to Gerotech, the Pretoria based testing facility where dealers and CMC team members were invited to take the vehicles for a spin and really put them to the test.
Our team garnered almost a million Rand worth of free PR over a period of three months. There has been a massive uptake in orders across the country for all of the vehicles and the client has engaged in a major new advertising campaign to launch the vehicles to the public.
CMC Advertising Campaign
With a hot new range of vehicles and a great distribution network, CMC only needed on thing to get the year off to a great start… customers! Our team engaged in an exciting mall activation campaign at over 20 Malls nationwide. Presenting the cars direct to public and inviting them to enter a competition to win one of the cars! Members of the public where asked to mention some of the accessories that come standard with the vehicles.
The campaign achieved a dual function… to introduce the consumer to the brand and develop awareness and for dealers to garner more leads within their area. Ultimately it did far more than this with enquiries more than tripling during the campaign’s duration.
