Prize draw campaign

Challenge
January is traditionally slow for car sales.

Insight
A high-value prize draw can incentivise car sellers to choose Motorway early in the year, capturing interest ahead of the March plate change when demand spikes.

Approach
Create a multi-channel campaign that drives awareness, consideration, and engagement, encouraging sellers to use Motorway throughout January. I developed the naming “Sell Your Car, Win a Car” – structured to remove confusion, ensure compliance, highlight the prize, and offer a reusable format for future campaigns.

Execution
Produced multi-channel assets including:
Organic social – concepted and storyboarded videos inc. filming, plus static and motion posts
Email – content blocks and reminder emails
Homepage – banners, modules, and copy
Paid social – static and motion creative
SMS and push notifications
Partnership amplification

Results
The campaign generated over 5x return on ad spend, increased progression through the funnel by more than 10%, and proved so successful that it became a repeatable campaign mechanic.