wheeler dealers
TRANSCRIPT
Wheeler Dealers
Wheeler Dealers - Background
Experienced car trader Mike Brewer & motor specialist Edd China are gearing up again,
to save a whole hostof motoring classics from the scrapheap…
…and sell them at a profit
An unusual programme format for motoring
Objectives
BUILD a loyal audience
INCREASE viewing figures
Women can’t get enough of property makeover shows
Men will feel the same way about cars
The key difference is…
…but men watch actively, they like
to tinker with things
Women tend to watch
passively…
Immerse Car Blokesin Wheeler Dealers
content BEFOREtransmission
and they will watch
Don’t TELL Car Blokes it’s on; SHOW them what it’s about
Driving interest in the show:2 prong strategy
CONTENTdrives
InteractionInvolvement
& Word of Mouth
REMINDERSdrive
Tune-in
Content drives interaction
Video streaming of trailer
Car restoration game
Competition
Trailer on MSN
Reminders drive tune-in
• Day of week & time of day activity to reach audience as
close to the show as possible
- 4car takeover on Tuesdays
- MPUs on hotmail, men 18-34 Tuesdays 5 - 8.30-pm
Tactical activity targeting users who
have already seen the content
4car takeover - Tuesdays
MPUs on hotmail, targeting18-34 males – Tuesday 5 – 8.30pm
Campaign Results
• Content areas
- 500k viewers exposed to day of week promotional activity
- 48,000 views of the trailer in the first week
- Game played 13,000 times during activity
- 6,000 sign ups to 4car competition
All results well above campaign
projections
0
25
50
75
100
125
150
175
200
225
Au
die
nce (
000s)
Previous Wheeler Dealers programmes
Audiences Doubled, then Tripled
Current Wheeler Dealers series
Claire McCormack, Marketing & PR manager:
“Wheeler Dealers has been our most successful
programme launch this year.
To treble viewing figures for only £40k is a brilliant result.”