Turtle Wax Ice Car Polish – Experiential Product Demonstration Roadshow to Motoring Enthusiasts

The UK’s leading brand of car polish, Turtle Wax, contacted Link Communication to create a touring roadshow to demonstrate and sell Turtle Wax Ice, its new range of fast application car wax to motoring enthusiasts across a broad remit of motoring events and retailers.

To create an engaging demonstration experience, Link Communication designed, created, staffed and activated an experiential event area consisting of:

• A branded roadshow vehicle, suitable for both performing the demonstrations on and transporting the event kit.
• A pop up event area to house the demonstration, with branded gazebo, product display shelving and sales till.
• A roadshow tour manager trained to expert level, accompanied by regional promotional staff to pull people over.
• A portable mic and PA system, for the lead demonstrator to verbalise the messaging, to the crowds of onlookers.

A year-long roadshow plan was devised to include a mix of 30 leading motoring events covering: F1 Grand Prix, rally car racing, super-bikes, vintage vehicle rallies, auto-jumbles and well attended race meets. In the days immediately before and after the motoring highlight, the team also set up in front of the largest local Halfords stores, for consumer demonstrations and retail sales conversions.

The nationwide tour provided a branded audience reach to over 2,000,000 motoring enthusiasts across the mix of 30 events. Over 200,000 face to face demonstrations of the NPD range were presented and demonstrated to interested audiences, who were encouraged to get hands on and try it for themselves on the demonstration vehicle.

Sales conversion at each event was achieved by partnering with a local independent retailer, who was invited to attend the Turtle Wax branded event area on the day. The local stockist took cash and card sales on the day, and was able to promote their own retail outlets to drive longer term repeat purchase through their locally based outlets.

The experiential roadshow activity was pivotal in growing sales for Turtle Wax across national chains like Halfords and independent car part stockists; enabling it to become the number one selling car polish in the UK.

Both the Marketing Director and MD of Turtle Wax UK retained Link Communication when they exited the brand following a successful corporate buy out; and continued to use Link Communication within their new ventures.

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