Driveline’s new radio campaign was inspired by genuine client stories. Find out about the van lease story behind our “cashflow” ad…
Rather than just running our advertising campaign on ‘the wireless,’ we decided to give you a peek at the stories that inspired each ad.
First I’ll give you the script, then the stories that inspired the script.
This week’s feature radio ad is Jeff who runs a flooring company…
Driveline “cashflow” radio ad script
VOICEOVER: This is Jeff, he runs a flooring company, and you’ve just got 10 new vans for your business through Driveline?
JEFF: Yep. Well I went to the dealer and they said I’d be waiting 6 months for them.
VOICEOVER: Ouch.
JEFF: Yeah. But Driveline was able to source them no trouble, and with a lease agreement I didn’t have to pay anything up front, so the money stays in the bank. Which helps.
VOICEOVER: Lease your business vehicles with Driveline.
If you want to protect your cashflow – you won’t drive a better deal.
Driveline dot co dot nz
Copywriter’s rationale
Here’s the rationale the copywriter gave for following this line of radio ad…
You won’t drive a better deal than with Driveline, and there are so many reasons why that is.
To illustrate some of them, we’ve developed an “interview” style format for the 30 second campaign. The tone and style is casual, relaxed, and easy going, to reflect Driveline’s brand positioning.
Each commercial features the host introducing a Driveline customer with a very specific set of circumstances. During the chat we find out from that customer why they chose Driveline and what made them so happy with their decision.
Driveline client stories that inspired the ad
There are 3 client cases that fed into this radio ad. They all illustrate that ONE phone call to Driveline is all it takes to cut through the dealer bull**** and make fast decisions if your preferred vehicle isn’t available.
Client case #1
The first client case is a company related to the building industry (not flooring).
They needed to progressively replace their current fleet of LDV vans and came to us for advice.
They’d been told by the dealer there was a 6-month wait for new ones, but they needed one yesterday!
We showed them how they could move from their current Chinese LDV vans to premium European Renault Master vans. And at a similar cost.
We also showed them how to protect their cashflow by leasing. This resulted in zero money down and a very happy client.
Client case #2
The second client case is a company that wanted a Toyota Hiace 12-seater minibus.
They’d been told by the dealer there was a 12-month wait. The salesperson pressured them to place an order to ‘secure’ one of the vans coming in 12 months. Otherwise they could miss out, he said.
Driveline has secured a ready supply of brand new Toyota Hiace ZX 12-seaters. They’re brand new 2024 vans, but pre-model update, which means dealers no longer carry them. Hence the pressure to order a new one and wait 12 months to get it.
Our client is now happily running a brand new Toyota Hiace ZX 12-seater leased through Driveline.
Client case #3
The third client case is a company that wanted a particular brand and model of ute. The dealer told them there were none unavailable until the new model was in the country.
A significant wait.
And, of course, the salesperson pressured them to get their order in now to secure the ute they wanted. Otherwise more decisive buyers would beat them to it and bump them off the queue, he said.
They came to us and thanks to our industry knowledge we knew of a dealership further down the country that had a stock of 200 pre-registered, brand new utes, including the exact model our client wanted.
Hard to believe but absolutely true!
We bought one from the dealership at our preferential lease company rate and supplied it to our client. He was over the moon.
The moral of the story
Dealer salespeople are incentivised to say whatever they need to say to get the order today.
If you want to trust that the information you’re being fed is accurate and true, one phone call to Driveline is all you need.
If your preferred vehicle isn’t available, we’ll either scrounge around the country to find one or suggest an alternative. Often a better alternative too.
