Acoola a car manufacturer from Holland had just created a new urban range of vehicles for the UK.
With its unique use of materials, safety features & styling, Acoola believed their pricing and product was perfect for its target audience – the newly qualified driver.
Acoola wanted to achieve high sales at launch in order to encourage independents to stock their range. They had been given a window of opportunity to market their vehicles with a high profile brand if again they could prove initial sales volumes of 1000 units within 3 months of launch.
A number of other manufacturers were rumoured to be launching new ranges that month, creating a highly competitive landscape for Acoola.
Acoola wanted to entice the newly qualified drivers, as well as their parents/family members so, were looking for a simple reward proposition suited to all audiences, age groups and genres.
Acoola were generally targeting:
Colour swatches of the car colours were posted to over 50,000 homes in the UK. Those logging onto Acoola’s website to register their favourite colour choice & current vehicle registration number would automatically be entered into a prize draw to win one of 5000 £1000 cash payments (the alternative cashback promotion was payable via a prepaid card). Also, every entrant was sent a dummy prepaid card pretending to be the winning card with an additional incentive that if they traded in their existing vehicle they would receive £500 cash back (payable on a prepaid card).
A dedicated website was created carrying the Acoola styling, branding and prepaid card design.
See more Usage Models below:
*for illustrative purposes only