Raise your hand if you still think it’s fun to ride through a carwash. We thought so! It’s the flashing lights, the colorful foam, the high-pressure water, the super strong wind of the dryer tunnel. Plus, it’s so efficient!
We also think it’s great fun when the steps of a promotional campaign result in a clean and shiny sales report. The work we did to promote the Unlimited Plan at Crew Carwash worked a lot like a trip through one of their popular locations throughout Indiana.
Choosing the “Wash”
Let’s face it. There are tons of reasons to wash your car—mud, birds, rain, sleet, puddles and so on. And they all seem to happen the minute you drive away from the carwash in a perfectly clean, dry, shiny vehicle, right? These beaucoup scenarios are what convinced us and Crew that customers would love the Unlimited Plan, where they can come as often as they want for one set fee. One year, though, Crew made the bold decision to reduce the price of its Unlimited Plan. The idea was to sell more plans, locking in that monthly revenue stream and netting more than they had previously even at a higher price. For this phase of the campaign, we chose the option of an integrated campaign including radio, outdoor, newspaper, point-of-sale, online display and email.