Motability - Using One Big Day to Increase Awareness and Understanding, Create a Positive Brand Association and Increase Membership

The Motability Scheme enables disabled people to lease a car, powered wheelchair or scooter by exchanging their government-funded mobility allowances for a worry-free mobility package that might include a car, powered wheelchair or scooter, insurance, servicing, tyres, breakdown cover, or vehicle adaptations. The best way to find out about how great the Motability Car Scheme is is to actually go into a dealership. And we know that more conversions to the scheme take place once a prospect has spoken to a dealer either face to face or on the phone.

For our target audience however it can be physically difficult with their disability and mobility issues, to go from dealer to dealer not to mention the anxiety that can surround a dealer visit, test driving cars and finding the one that’s exactly right for them. Motability recognise this, and have brought everything their prospects need to know about the Car Scheme under one roof. This includes opportunities to talk to the experts, ask the questions they’ve always wanted to, look around the cars and take a test drive.

Motability is planning to hold 5 One Big Days this year and we are currently planning campaigns around the following events on their behalf:

• Stoneleigh Park, Coventry – Saturday 4th June
• Colchester Football Club, Essex - Thursday 28th July
• Reebok Stadium, Bolton – Thursday 11th August
• Cardiff City Football Stadium – Thursday 18th August
• Newcastle Racecourse, Thursday 25th August

We have worked closely with the client to identify venues in areas of the country where there are high numbers of DLA recipients and have chosen venues that will act as a draw to potential new customers whilst at the same time providing a fun day out for the family. The main message of the day, however, is that this is a primarily a Motability event and any other themes relating to the venues (horse racing, football etc) are secondary.

The events themselves fit with Motability’s strategic objectives of Scheme growth: generating increased awareness and understanding of the Scheme, creating a positive brand association with Motability and giving them a chance to have face to face interaction with both their potential customers and existing customers who may be in the market to renew their car. It is also their aim to create a buzz in the local community where the event is being held so that they can reach out to people that were previously unaware of the Car Scheme.

Their precise goals for each event are to a) attract 1,000 plus attendees, that’s 500eligible prospects plus guests; b) capture new prospect data via data capture on a competition entry form (mailed to prospects and downloaded at www.motability.co.uk/onebigday; c) provide a positive brand experience for all guests and; d) generate positive Motability PR in the local area each event is held

Although the campaign has just commenced we have generated over 2,000 attendees from the first event alone through careful analysis of the catchment area and by integrating local press with radio. We’ll keep you posted as to developments!