JWT South Africa launches new online automotive brand

JWT's multi-disciplinary digital unit, dotJWT has not only already met, but far exceeded its campaign objectives for the launch of mywheels as a new consumer brand.
JWT South Africa launches new online automotive brandMywheels.co.za - a brand of Barloworld Automotive & Logistics, a subsidiary of Barloworld, was redeveloped by JWT South Africa's digital unit, dotJWT, to integrate all of the company's car dealerships and drive an online virtual Dealership brand performance.

"The campaign is still running, but the results in only 4 weeks have already superseded all our objectives and targets by 120%" says Chris Prinsloo, Chief Executive Digital Disposal Solutions.

dotJWT created mywheels' corporate identity and user interface by developing a website and integrated lead management system that ensured cross device functionality through responsive design. The team also developed an online media campaign to launch the brand with some above-the-line support, and came up with a high impact social activation utilising social media to launch the brand.

"The website, mywheels, was built not only to be scalable but to drive sales using a three-step conversion process. Users are only three steps away from buying a car on any page on the website," explains dotJWT's Executive Director, Yoav Tchelet.

An integrated lead management system feeds the mywheels call centre and all leads are tracked, scored and monitored throughout the process.

A Chevrolet Spark and R50, 000 to be won in cash are big prizes helping activate the campaign. Users are driven to different sections of the website to find the hidden icon and, once located, they can enter the competition to win.

The campaign involves a number of media touch points including outdoor, activations and vehicle branding and has already amassed over 11,000 Facebook fans with multiple opportunities for social engagement with the brand.

dotJWT recently won the Award for Excellent in the Management of Technology at the TT100, presented by Derek Hanekom, South Africa's Minister of Science and Technology.
17 May 2013 16:02