CLIENT
Turners Auto Retail
Darryl Parsons, Creative Director (Lead)
David Thomason, Brand & Comms Strategist
Olivia Woodroffe, Producer
Steve Saussey, Director
Kim Thorp, Creative Director
Sean Wiggans, GM Marketing
Natalie Grainger, Senior Brand Manager
Anton Borodatov, Senior Digital Specialist
Murray Lee, Senior Information Analyst
AGENCY
Darryl Parsons, Creative Director (Lead)
David Thomason, Brand & Comms Strategist
Olivia Woodroffe, Producer
Steve Saussey, Director
Kim Thorp, Creative Director
Sean Wiggans, GM Marketing
Natalie Grainger, Senior Brand Manager
Anton Borodatov, Senior Digital Specialist
Murray Lee, Senior Information Analyst
Lassoo Media
James Roberts, Head of Insights
Stitch
Simon Wedde, Managing Partner
Adnan Khan, Managing Partner
SUMMARY
Turners’ brand campaign boldly did exactly the opposite of normal retail advertising. ‘Tina from Turners’ focused on buying cars from customers, rather than selling to them.
The much-loved campaign created brand fame and boosted market share, but also significantly improved margin by directly influencing the supply chain.
In the first year of the campaign, cars purchased from the public increased by 50%, and cars sold increased by 14%.
Those advertising effects combined to deliver a massive 43.7% profit increase – that’s an extra $7 per additional dollar spent on advertising.
