* Exhibition Competition Division : professional
* Type of Advertising media : Sales Promotion
* Product Classification
part1 : Vehicles
part2 : Other vehicles
part3 : car dealers and car finance & leasing
* Continent : Asia/Pacific
* Country : Korea
* From : Moon-Young Lee
* Date : 2008-08-26
* Title : Pop
* Exhibit Information :
Background : The size of secondhand car expected to growth from 1850K units (KRW 1.4 Billion) in 2007 to 3 mil. units (KRW 2 Billion) in 2011. The competition is hot not only small company but also big conglomerate including SK ENCAR/SK NETWORKS, GS Carnet and Bobae Dream.
Strategy : SK Speed has been ultimate n.1 at car service industry, however they decided to expand their portfolio to selling secondhand car with powerful program - 2 yrs of free service till 40,000 km, the vast network with 600 stores in nationwide, halo effect of the brand of their mother company(sk) and great A/S.
Tactics : Build awareness for "Surprising promise" - 2 years of free service till 40,000 km - with visual impact at sequel 1 and reinforce the awareness thru bright BGM which notify 2 years of free service till 40,000 km.