Improving accessories sales
Chrysler and Jeep need no introduction as two of the world’s leading automotive brands. We were asked to help market accessories for some of their halo products – including the Jeep Grand Cherokee, the Jeep Commander, Chrysler 300C and Dodge saloons and hatchbacks.
The Strategy and Creative:
We realised that while new cars were promoted with glamourous advertising campaigns across all media, accessories were considered something of an afterthought. It led sales people to focus on selling the car, missing out on valuable additional retail income. And customers with active lifestyles were not made aware of great accessories like bike-racks, tow-bars and roof-boxes. We changed that. We put as much effort into the design of accessories brochures and in-dealership promotional materials as went into marketing the cars. Working with limited budgets, we commissioned photography, designed dedicated brochures and did everything to make accessories feel like an essential ingredient for the car. And guess what? Sales increased by double digit growth.