A Prominent National Driving School commissioned us to devise a plan that would take them from a market position of 5th in the UK to No1. within four years. When we took over the account, the client used mainly National Press to promote the driving school and had used internal admin to book the media.
Their target of reaching the No1. market position could actually be achieved within 2 years based on recent results. Our method was to run regional TV campaigns up and down the UK wherever we identified a growth potential within their market.
The initial campaign launched on ITV1 Yorkshire with a mix of 50% Peak viewing and 50% daytime viewing.
Our aim was to hit both the parents, mainly the females, of the potential pupil with daytime and then the father and pupil with peak.
Each campaign period was planned for 2 weeks and as the regions vary so does the media spend.
Our target was to see a 15% growth on bookings within each TV area that we ran the campaign.
Campaign results by region based on % increase over a 3 month period
Central West +28%
The key objective for the target on increased bookings is because they aimed to attract instructors as each instructor generates income on a lease basis.
When we took the account over the client had 488 cars/instructors on the road. After 3 month campaign they had 609 cars/instructors.