Reinventing Aftersales Marketing
CATEGORY:
Brand & Design
The brief
Fiat identified that filters were often being missed in regular servicing. This was potentially because customers weren’t seeing the benefit of changing these essential components, or they were not being recommended for change despite the service schedule. Fiat asked Engage to help solve this thorny problem.
The work
We devised two specific Filter marketing campaigns: ‘Dirty Words’ and ‘The F Word’. These clever spins on the role of Filters were applied through advertising executions in owner publications and in dealership service departments, reminding customers ‘to use the F word several times’ at your next service…
The outcome
The idea of marketing parts more directly, and promoting them with specific campaigns was almost unheard of before our concepts. Typically, servicing had been marketed on warranty, bundled pricing or not marketed at all. By drawing almost as much focus onto parts as onto the car, we set a new strategy for marketing aftersales with the same passion and energy as sales. And aftersales is where most dealerships generate their margin.
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