Go Auto Outlet

"For as little as your daily coffee addiction."

A multi-layered outdoor and experiential campaign that built Go Auto Outlet's own identity — distinct from Go Auto, but still backed by it.

Situation

Go Auto Outlet is the used vehicle division of the Go Auto family in Edmonton, AB. While Go Auto is a conglomerate of different brands selling new and used vehicles, the Outlet handles only used vehicles, acting as a wholesale warehouse for the rest of the Go Auto family.

Task

ThinkTANK Advertising & Design Inc. was tasked with increasing Go Auto Outlet's brand awareness as something distinct from Go Auto, while not abandoning the obvious advantage of being affiliated with the strong existing marketing of the larger group.

Because their target market is looking for vehicles on a budget of less than $10,000, the marketing of the larger group — which focuses primarily on specific new brands — does not register with the Outlet's target demographic.

Campaign

A multi-layered approach with singular messaging was brought forward. We employed several mediums including our own outdoor, ETS transit posters, and an experiential campaign. Each element was designed to work with the other elements.

The overall strategy was to communicate an easy-to-read graphic that said everything we needed to say. The message was simple: "For the cost of your daily coffee run, you could own a vehicle from the Outlet." This message was communicated on all related pieces, including the handout for the experiential campaign.

The street team was comprised of between 2 to 4 people and was dispatched once a week to Tim Hortons locations in the west end of Edmonton, relatively close to the Outlet's location. The street team identified vehicles in the drive-thru that appeared to be in need of replacement, then distributed a handout with a complimentary Tim Hortons gift card valued at $2 — enough for a coffee of their choice — and sent them on their way to saving money for a new used vehicle from the Outlet. The handout also had a text-to-win component, giving the targeted audience a chance to win an iPad, with the dealership following up with everyone who responded to the texting campaign.

Result

The result of this campaign was: an increase in awareness of the Go Auto brand; a significant increase in the amount of sales being generated out of Go Auto Outlet; and a continuation of the campaign to further increase the saturation of the Outlet brand.

The campaign was a complete success.

"We have achieved a significant lift in sales as a direct result of the strategy that ThinkTANK put together for us. We love the fact that we have had measurable results with this campaign, and we have committed to extending it due to its success."

John Kalogeras