Multi-million-pound campaign for Safe and Sound scheme launched to 16 million car buyers

Time 1:27 pm, March 28, 2017

WARRANTY firm WMS Group has announced the roll-out of a multi-million-pound marketing campaign for the Safe and Sound used car scheme today, with one core focus: maximising leads, sales and profitability for the dealership network.

The company has committed to supporting its rapidly growing dealer base by driving millions of in-market consumers to their nearest retailers via a number of high-impact, targeted advertising initiatives. These activities, including an exclusive arrangement with Auto Trader and a series of extensive regionalised and national social media campaigns, will promote Safe and Sound dealerships to a minimum of 16 million used car buyers over the next 12 months.

As the UK’s only customer acquisition strategy of its kind in the warranty sector, the campaigns – featuring the firm’s two celebrity endorsees, former Stig Ben Collins and motor racing legend Sir Stirling Moss – are being provided free to supporting dealerships as part of the WMS Group’s added-value proposition.

Managing director John Colinswood commented: ‘This is a very exciting time for us and we’ve seen phenomenal results following the initial trials with 40 of our dealers. Over the last few weeks, the activities have reached millions of consumers and generated a staggering 60,000 unique clicks through to these dealers’ stock pages.

‘Their inquiries and vehicle sales have reached record levels, subsequently resulting in a 15 per cent increase in our product penetration compared to the same quarter last year. We have proven that the offering is maximising leads and therefore providing our valued dealers with further unique ammunition over their competitors.’

Ben Dodgson, group marketing manager of Sascron Car Supermarket, added: ‘Sascron have noticed a definite spike in web traffic over the past few weeks, resulting in a strong increase of email and telephone enquiries. The activity has enabled us to target vast volumes of local buyers, generate fresh enquiries and maximise brand awareness, with thousands of post engagements and clicks to our stock page so far.’

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Rebecca Chaplin's avatar

Rebecca has been a motoring and business journalist since 2014, previously writing and presenting for titles such as the Press Association, Auto Express and Car Buyer. She has worked in many roles for Car Dealer Magazine’s publisher Blackball Media including head of editorial.

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