Services
  • Strategy & Planning
  • Integrated Marketing

Re-write a write-off

TPS National’s Total Loss Avoidance programme is designed to offer Volkswagen Group Genuine Parts at discounted rates; helping to control repair costs and keep them below insurance write-off thresholds. By increasing awareness of the value of this programme, we could increase sales for TPS.

Listening

By conducting research with garages, bodyshops and decision makers in twenty of the top UK insurance providers, we were able to uncover the fact that often the understanding of what a write-off looks like, is in fact a vehicle that could be repaired with the support of TPS National’s TLA programme. If we could drive home this fact, we would not only increase sales for TPS, we would retain business normally lost for garages and bodyshops, and keep policy holders with their existing insurance providers.

Solving

Our ‘on-paper’ campaign achieved genuine stand-out by showing what was effectively a post-collision vehicle, in a market saturated with highly polished and re-touched photography. The ‘crumpled paper’ effect was an eye-catching treatment used in various trade publications, online video, social and direct mail. The message was designed to quickly subvert what the audience thought about write-offs, and deliver TPS National’s unique proposition. The DM piece was purposely ‘crumpled’ and arrived with a Royal Mail ‘damaged in post’ sticker, adding to the engagement of the recipients.

Delivering

10%

Increase in inbound enquiries

23%

Increase in sales - TPS’s biggest profit across the whole of Volkswagen