Driveline’s new radio campaign was inspired by genuine client stories. Find out about the car lease story behind our “time” 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 Leanne who runs a law firm…
Driveline “time” radio ad script
VOICEOVER: This is Leanne, she runs a law firm and you leased your company vehicles…
LEANNE: Through Driveline yes I’m very busy don’t have time to muck around rang Driveline told them what I needed they sorted it out one phone call job done.
VOICEOVER: Great! Well, we’ve got a bit of time left, so do you wanna tell us…
LEANNE: No. Gotta go. Busy.
VOICEOVER: Fair enough.
LEANNE: Thanks Driveline.
VOICEOVER: Lease your business vehicles with Driveline.
Even if you have very little time to spare – you won’t drive a better deal.
Driveline dot co dot nz
Copywriter’s rationale
Our copywriter explains why he went for 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 “time” car lease 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 to the chase and make fast decisions with unbiased advice and no pressure from Sid Slick the showroom salesman.
Client car lease case #1: Tina the lawyer
The first client case is a lawyer who wanted to lease a new car. We’ll call her Tina to protect her identity.
Tina was scared of dealer salesmen after one particularly harrowing experience. She managed this by pulling up outside a showroom to look at the cars from the safety of her own car. As soon as she saw a salesman approaching she zoomed off.
Finally, in frustration, she phoned Driveline. We discussed her needs and made some recommendations. Then we borrowed the vehicles from the dealers and drove them to Tina’s workplace.
She viewed three different makes and models and was able to make a quick, unpressured decision.
The car she chose was a Mazda 3 Limited auto in beautiful ‘Soul Red Crystal Metallic’ paint.
Tina loves the black leather interior, but not as much as she loved the Driveline experience. She was so grateful that we were able to protect her from more ‘dealer pain’ and help her make a quick, unpressured decision. Zoom zoom!
Client car lease case #2: Greg the CFO
The second client case is a CFO who made all the vehicle selection and car lease or financing decisions for his company’s fleet of vehicles. We’ll call him Greg.
The business was growing and Greg was busy busy busy. As in crazy overworked.
He wanted to transition from their current mishmash of vehicles into a standardised offering for their field representatives around the country. But what to get?
Driveline recommended Skoda because it reflected the brand positioning of Greg’s company – knowledgeable and upmarket, but not flashy or expensive. And it was around the time the NZ Police were moving to Skoda, so we got a fantastic deal for him.
Greg is now running a fleet of Skoda wagons and SUVs, all leased through Driveline. He loves how easy the process was with Driveline, and the range of fully-costed-out options he was able to review before making his decision.
Client case #3: Baz the no-bullsh*t business owner
The third case is a long-standing client of Driveline. Baz (not his real name), the business owner, had 7 utes in the fleet and one of them was involved in a big accident on the Southern Motorway. So big it was totalled; written off.
They were behind schedule on a big contract and couldn’t afford any downtime.
One call to Driveline is all it took.
We gave Baz several options, including the accessories and fit-out we knew he needed. He made a decision that day and we moved heaven and earth to deliver their new ute to his door 48 hours later. Job done!
The moral of the story
If you’re pushed for time and just want someone to make the whole process easy and efficient, with unbiased advice you can trust and all the information you need to make a quick decision, you know who to call…
