The pilot TV advertising campaign by leading SMART automotive paint repairer ChipsAway has proved so successful that the company has booked a further autumn run over a longer period, which also includes exposure on Dave, the popular entertainment channel.
“Following our first-ever TV campaign, ChipsAway has had its most successful summer ever,” confirms chief executive, Lloyd Evans.
The campaign, which ran on a number of digital channels such as Gold, Bravo, Hallmark and VH1, commenced in June. Response was immediate and in July alone ChipsAway’s national call centre took over 11,000 enquiries for repairs on behalf of its nationwide network of 350 franchisees.
“Over the summer months we have received in excess of 32,000 enquiries, continuing a strong growth curve since the beginning of this year,” says Evans. “During 2008 we passed on £11million worth of potential new business opportunities to our franchise network, and in the first half of 2009 we saw like-for-like figures increase by over 70 per cent, which is phenomenal.”
A further impact of the TV campaign has been a substantial increase in interest by would-be investors in a ChipsAway franchise. Free ‘find-out-more’ open days are now run on a weekly basis, rather than fortnightly as before, to meet demand.
ChipsAway will be at the forthcoming National Franchise Exhibition, held at the NEC Birmingham on October 2-3.