The Brief
After a 2 year hiatus where Turtle Wax did very little in the way of marketing, we found ourselves in cahoots again with one of the original Access clients. And they had a story to tell. They had formulated the most innovative car wax for a decade (ICE) and finally had a product for the masses and it needed marketing.
Our Response
The planning that went in to the messaging and media culminated in Turtle Wax’s first TV campaign for six years, supported by press, in-store POS, literature and a road show. Towards the end of 2006, Access was thrilled to find themselves back in the driving seat and part of a campaign in partnership with Top Gear Magazine involving online games and display advertising.
The Results
The campaign delivered...with national TV bursts around the May and August bank Holidays, national specialist press and joint presence with Top Gear Magazine at the International Motor Show...by the summer, Turtle Wax ICE was the fastest selling car polish in the country, sales targets of 100,000 units for the year had exceeded 150,000 by July and Halfords found themselves sold out of product! The campaign ran throughout 2007 and 2008.
