Saka

Orange Month: The best cure for car fever

November isn’t just the season for Black Friday shopping – it's also peak flu season. Alongside colds, coughs and flu, a different kind of affliction is spreading: car fever. Fortunately, our client, car dealership Saka, has just the remedy! They’re offering a month-long sale on 1,000 vehicles. Dive into this exciting campaign, brought to life entirely by Avidly’s in-house team.
Avidly
Avidly is a global digital marketing agency specialized in growing the brands of tomorrow

Background

From a start-up to a big player

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.

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Insight

November flu season as an inspiration

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.

EXECUTION

Utilising familiarity of pharmaceutical advertising

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.

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