Saka

How to sell cars without showing cars

How does one redefine the way used cars are sold? Saka has become Finland's largest used car dealer with Avidly. In collaboration with Avidly, Saka achieved this by challenging established norms, delivering an unmatched customer experience, and recording explosive growth in a market that was witnessing a downturn.
Avidly
Avidly is a global digital marketing agency specialized in growing the brands of tomorrow

Background

A redefinition of how cars are sold

Saka aimed to overhaul Finland's used car market. Their partnership with Avidly began in 2018, with an ambition to do things differently than the norm in the automotive industry.

Saka wanted to refresh its brand, increase its visibility, and correct distorted perceptions related to the industry. This alliance began with a brand makeover and developed into a comprehensive growth partnership focused on concrete results.

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Insight

Playing to Saka’s strength: customer service

Saka's customers were deeply researched through qualitative research conducted by Avidly. It became evident that Saka's sales representatives' willingness to serve and ability to fulfil customer wishes distinguished them from competitors. This was a stark contrast to the traditional perception of car dealerships, where customers often felt neglected.

We realised that they needed to disrupt the industry conventions and broadcast that Saka is not just another car dealer but a dedicated customer service organisation. The brand story and message points were distilled from the company's business plan, convincing Finns that Saka is a reliable player, from whom buying a car is easy, effortless, and safe. The message? Do away with showcasing cars and prices and emphasise the brand's commitment to exceptional customer service.

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EXECUTION

A multi-channel brand experience with character

Avidly crafted a unique and multi-faceted brand identity for Saka, going completely against industry conventions. The core concept? No cars or their prices were displayed. Instead, Saka was portrayed as a customer-centric organization where the motto was 'Kyllä kyllä' (Yes, yes), ready to effortlessly meet customer desires with stoic Finnish nonchalance. This concept was brought to life through inventive commercials showcased on TV, online video, and social media. It extended to Saka’s digital marketing efforts, website, and in-store experiences.

Saka’s ‘Lite Bättre’ campaign featured ice hockey coach Curt Lindström, who led the Finnish hockey team to a World Championship in 1995 with his famous quip of trying “a little harder”. The campaign further accelerated Saka’s growth, even during the most challenging times of the pandemic. All marketing activities were rooted in data-driven strategies, including continuous campaign planning, advertisement designs, website development, and engagement through various campaigns and events.

“We have been thoroughly satisfied with the collaboration between Avidly and Saka. Avidly's knack for creating impactful and memorable brand advertising is commendable, and it's gratifying to see that our commercials have gained international recognition.”

Petri Poukkula, COO, Saka Finland Oy

RESULTS

Stellar growth and media visibility

The collaboration between Avidly and Saka bore phenomenal results leading to Saka becoming Finland's largest used car dealer. During the "Yes, yes" campaign, Saka's sales shot up by 25.5%, while the overall market saw a dip of 4.61%. Saka's website traffic skyrocketed by 111.57% compared to the previous year.

The company's turnover was 91.1 million euros at the beginning of the collaboration in 2017. In 2021 alone, turnover grew from 358 million euros to 512 million euros, a 42% increase compared to the previous year. Saka's marketing and its effectiveness have also been noted in several industry award competitions both in Finland and internationally.

The 'Lite Bättre' campaign launched in 2020 accelerated Saka's growth during the challenging times of the COVID-19 pandemic. During the impact period of the 'Lite Bättre' campaign, used car sales at Saka grew by over 55%. Following the campaign's release, Saka opened recruitment, seeking a hundred new sellers to fulfil its promise of better service to a broader customer base.

"The best partnerships arise from mutual trust, which in turn paves the way for boldly diving into new ideas."

Sami Mäentausta, Director, SAKA

Avidly
Avidly is a global digital marketing agency specialized in growing the brands of tomorrow