About us
Saka's rapid growth, divergent brand strategy and distinctive advertising have been a phenomenon in the car trade in recent years. The partnership between Saka and Avidly started in 2018, when Saka was a second-hand card dealer start-up that had emerged as a viable market challenger. Now, Saka is one of the big players in the market with a turnover of €691 million (in 2023).
In the spirit of Black Friday, Saka wanted to launch Orange Month, a discount campaign for November. In line with the Saka brand, we wanted to create a concept for Orange Month that would stand out from the traditional sale campaigns in the industry.
When colleagues collapsed into their beds during the concept phase, we realised that November is not only Black Friday shopping month, but also the worst flu season - with not only colds, coughs and flu but also severe car fever.
Inspired by the November flu season, we created a concept where Saka offers the Best Medicines for Car Fever, at reduced prices for a month on a cure-by-cure basis. As well as a media plan to reach people with car fever with the message.
The campaign's TV spot, which has been replicated on digital channels in a multi-channel format, was inspired by the pharmaceutical advertising we are all familiar with. The spot and its versions were designed and produced entirely by Avidly, with the exception of the soundscape. As were all other productions.
A multi-channel campaign, consistent across all touchpoints, is currently underway.