Instead of a traditional ad campaign, we created a guerilla action. The most precise way to address the vehicle owners is to leave them a message on their own vehicles, but we had to be notorious to outstand from the multitude of flyers that are left on cars.So we left a big card with a greasy and slightly rusted nut on their windshield that read: “WE HAVE FOUND THIS NUT UNDER YOUR CAR, IS IT YOURS?”Behind the card we indicated the closest Midas Repair shop, offered promotions and a free diagnostic.

2,1% of the vehicles that got the postcard, visited Midas the following month (Vs. 0,4% control group) and 3,0% the following 6 months. (Vs. 1,2% of the control group).

With this seemingly simple campaign, we generated extra benefits of more than 70.000€ in the promotions offered uniquely through this action. (ROI of 410%)The action generated 2.875 more operations than the same period in the previous year when we launched a similar promotion in local and regional media, and all by investing 20 times less than the previous year.