EGR is a very well-established automotive parts manufacture for major OEMs, with sites all over the world. They’ve designed a new product to go on the back of pick-up trucks (Toyota Hilux, Ford Rangers, Volkswagen Amarok, Mercedes X-class etc). 

 

Think of it as a horizontal roller shutter, similar to one on your garage. It is sold in the AFTERMARKET for new and existing vehicles.

Existing competitor products are either waterproof, but not rugged. Some are secure, but not watertight. Non have managed to have the three main vehicle cover attributes. Until now.

 

• It is extremely rugged and applicable for all extremes of temperature 

• It is highly secure 

• It is watertight 

 

 

Campaign objectives

 

• Devise a segment disrupting campaign to launch product in UK and Europe

• Align campaign to proposition:  'Know covers, think again. We’re re-inventing the segment.’

• The campaign audience was targeted through social media channels and automotive press.

• Production budget was £50k, with media budget was £75K across Facebook, Instagram, Twitter, Linkedin, PPC and Retargeting.

 

 

Campaign highlights: 

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To demonstrate the toughness of the product, the idea uses the bold headline, “Bring it on.” Hard-hitting and confident, it provides no doubt that RollTrac is a serious piece of kit that gives pickups an even tougher edge. Additional copy lines present standard issues pickup drivers may face. However, in juxtaposition, highly dramatic visuals were created in an extreme ‘test centre’ environment to illustrate them. This allowed us to represent a variety of scenarios in a much more exciting way that also clearly demonstrate the tangible benefits of the RollTrac. 

 

The film shoot: To exhibit RollTrac’s capabilities, the shoot took place in a disused hanger which is being used as an extreme test centre. Here, a pickup fitted with a RollTrac faced three intense trials…

 

First, a long armed digger with bucket dumps it entire load of water directly over the RollTrac to see if it can repel even the toughest soaking.  

 Next, Britain’s strongest man Adam Bishop slams four 100kg Atlas stones on top of the cover, and then stands on it himself. Can it tolerate the hammering? Lastly, a gang of three ex-con car thieves try to break through the locked RollTrac cover to see if it can withstand their brute force.

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In the first 10 weeks of launch since Sept 2020 (during lock down UK)

- Campaign seen 17,500,000

- 136,000 visits to the product website

- 1,936 conversions for a £3k product

- 156% increase in users to the website

- 7.8% click through rate from Facebook

- £0.21 low overall cost per click rate of the campaign

- 0.94% PPC overall click through rate