Client: Hendy Group Year: 2014

THE BRIEF

We were asked to create 30-second ads to broadcast through Sky’s AdSmart platform to encourage more customers to visit their dealerships to test drive new car ranges across all five franchises (Ford, Honda, Kia, Mazda and MG), maintaining the simple contemporary style we used for their first two TV adverts.

The 6-week campaign began in July, giving the campaign enough time to build brand awareness and customer interest before the new car registration rush in September.


THE STATS

301,724

Audience Reach

12%

Cars sold against budget

£1,575,400

Total ROI



SMART
MARKETING

We worked closely with the Hendy Group to analyse their customer profiles by brand to ensure that we were targeting the correct customer demographics. Together we decided to create two versions of the advert, for Ford and Honda, both of which contained a group awareness message plus tactical messages to appeal to the brands’ target audiences.

THE
AWARDS

We have entered the advert into the 2015 AM Awards: ‘Best use of Television and/or video’ category, hoping that the Hendy Group’s iconic use of the Sky AdSmart platform will grant them first place at this year’s ceremony which will be taking place on 19th February at the ICC, Birmingham.

THE INDUSTRY NEWS & CASE STUDIES

We are pleased to note that Sky and AM Online supported the campaign on their websites. You can read the full article and case study by clicking the links below:

Sky Adsmart - Read more

AM Online - Read more

"I was absolutely delighted to have been given the opportunity to work on such an exciting and in-depth project so soon after joining the Denfield team. This campaign opened my eyes to just how powerful a targeted campaign can be with the Sky AdSmart platform."

Charlotte Brew

 

INTERESTING FACT

The Hendy Group made history with this campaign – they were the first-ever Sky customer to pilot the Sky AdSmart platform.