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High-visibility campaign raises the TRACKER profile in the marketplace

TRACKER - Many happy returns campaignTRACKER, a subsidiary of the Direct Line Group, is the market leader in vehicle tracking systems, which sit in more than a million vehicles.

Oculus was asked to devise a broad-spectrum, high-visibility ‘My63’ campaign to tie in with the launch of the 63 number plate. The objectives were to capitalise and build on previous marketing and to raise the TRACKER profile in the marketplace. We came up with a suite of ideas for an integrated above-the-line campaign to achieve maximum media exposure, targeting the public and dealers.

TRACKER has significant heritage and a market-leading status, so we combined the ‘safe pair of hands’ message with emotive messaging deriving from the idea that people love their cars and don’t want to lose them.

We backed up all messaging with information about current offers and strong calls to action, in particular directing prospects to the TRACKER website that we had recently refreshed.

The ad campaign included placements in the national press and motoring magazines and campaign taxi wraps appeared in London to form a constantly moving billboard. We also created a suite of complementary My63 materials for the TRACKER stand at the Goodwood Festival of Speed, which attracts more than 200,000 motor enthusiasts every year.

In addition to a successful Goodwood event and widespread positive feedback on TRACKER’s new look and feel, TRACKER completed a significant number of sales and gained more than 40 solid leads.

We also delivered web banners, emails, direct mail, posters, and messaging via social channels – including a competition on TRACKER’s Facebook page.

In the six weeks that the Facebook competition ran, ‘Likes’ increased by 500%. Our analytics showed significant spikes in interest coincided with our 1-week-to-go and 1-day-to-go Facebook cover photos and banner messaging on the competition page.

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