CASE STUDY: Hendy Group & Sky AdSmart
Provided by Sky Media
Hendy Group target Sky customers in Portsmouth/Southampton & saw sales double. They continue to use the revolutionary technology
What was the Challenge / Background of the Campaign?
Hendy has in excess of twenty premises stretching across southern England from Devon to West Sussex, housing over 550 staff and handling over £200m worth of business. Hendy holds Ford, Mazda, Kia and Honda franchises, plus Ford and Iveco van and truck franchises. The company handles all aspects including sales, servicing, parts, hire, accident repairs and Rapid Fit centres. Hendy had used TV previously but found it hadn't work for them and had reverted to more traditional advertising routes.
What was the Campaign Objective?
Increase awareness of Hendy Ford dealerships in a specific area. Increase sales of the 'Fiesta Flame' in the Hampshire area.
What was the Solution?
Having used traditional TV advertising in the past, Hendy Ford found that the cost of using the mass market medium was not right for them and chose a more targeted/regional approach to advertising - SEO, PPC, Press and Radio.The creative communicated the new 'Ford Fiesta Flame' exclusively to Sky customers. The campaign ran across August and September 2013 and delivered 270,198 impressions in the Portsmouth/Southampton area.
What were the Results?
The Sky AdSmart campaign successfully drove sales of the 'Fiesta Flame' at the Hendy Ford dealership in Hampshire. Total UK Fiesta sales were up 23.6% in September 2013 while Hendy Ford's Fiesta sales during the same period were up 50.6%, more than double the national performance. Following the success of the campaign, Hendy Group has repeatedly booked campaigns with Sky AdSmart in other regions of the UK.
What were the Key Learnings of this Campaign?
"We were delighted when Sky decided to use the Portsmouth/Southampton area to launch Sky AdSmart Local. As that represents the heartland of our 20+ dealerships, the opportunity to deliver advertising directly to the Sky customers that matter to us was too good not to test" - Paul Hendy, Managing Director, Hendy Group.