The unmissable herd of life-sized dinosaur figures well-known to many South Wales car buyers are about to become even more famous.
Day’s Motorpark, the used car arm of C.E.M. Day’s dealer group have retained Welsh Ad Agency Make It Sticky to deliver a fully integrated advertising campaign across TV, radio, press and social, to drive footfall to their website and their six used car supersites.
After a competitive pitch, Make It Sticky produced a concept that fully embraced the Motorpark’s unique attractions in a novel new way – making them Motorpark staff!
Day’s Motorpark Marketing Manager, Alicia Nugent, said,
“People love our on-site dinosaurs and are always having selfies with them when looking at our cars. We just needed a way to tie them into our marketing strategy. Make It Sticky presented an irresistible concept that makes the most of our unique characters. We’re excited to see what the public think of our new team members when they launch across Wales.”
The campaign is based on four new dinosaur characters who each have a specific role within the company. After giving each of them a voice, and carefully constructing a suite of claymation animation commercials, they’re ready to be released.
Make It Sticky Creative Director, Tim Orr, commented,
“It’s not often you get a chance to go all out Jurassic on a job so we jumped at it. We had lots of fun and are very happy with how Cyril, Janet, Mark and Derek the dinosaurs have turned out. We hope Day’s customers will be excited to meet them too.”
After being launched in regional press this month, you’ll be able to see and hear Day’s new Dino employees on ITV Wales and on radio stations throughout Wales.