The record Certificate of Entitlement (COE) premiums just over a week before The Car Expo did not deter serious car buyers who purchased a total of 636 cars worth over $125 million during the 2-day event, on 14 and 15 October at the Singapore Expo.
A multi-platform, integrated campaign drove a 20% increase in the number of cars sold as compared to the April edition of the fair organised by SPH Media.
34 car brands comprising 18 authorised distributors, 7 pre-owned car dealerships and 9 auto accessory companies took part in the event, where they displayed their latest inventory and offered eye-watering deals to attract the public.
These include new car brands such as the Japanese custom-built manufacturer Mitsuoka and Chinese electric car brand Ora, authorised distributors for brands such as Audi, BMW, BYD, Volkswagen, Volvo, Toyota and Honda, as well as pre-owned dealers CarTimes Automobile, Supreme Cars and Cosmo Automobiles.
Car buyers were treated to deals galore at the event. For instance, smaller sized cars Citroen C4 and Kia Cerato offered exclusive event-only prices, driving demand and sales. Pricier cars such as Lexus’ fully electric crossover were also sold during the show. Pre-owned cars were also a hit, with the most expensive one, a Mercedes Benz E200, purchased for $250k.
A spokesperson for Borneo Motors told The Straits Times that events such as The Car Expo serve as effective opportunities for dealers to showcase industry-trending technologies like electrification and hybrid vehicles.
Driving the right traffic to The Car Expo
A holistic campaign across relevant print, digital, radio, and out-of-home channels generated awareness and interest towards the event’s target audience, directly contributing to the record number of cars sold during the event.
Post-event surveys showed that the majority of visitors learned about the event through print media, with The Straits Times the top media outlet. Radio was also a significant traffic driver, with SPH Media’s Kiss92 a top station where visitors heard about the event.
Apart from tactical ads, supplements were also published on the print editions of The Straits Times, Lianhe Zaobao and The Business Times. A series of branded digital content was also published on The Straits Times website and Lianhe Zaobao.
A dedicated website, www.thecarexpo.sg, was a handy resource where visitors can find information on the attractive deals and popular brands participating in The Car Expo prior to the event.
Promos and deals were shared live on its official Facebook page to further amplify awareness. On-site, attendees were also kept abreast of the deals by SPH Radio DJs such as Kiss92’s The BIG Show hosts Glenn, Angel and The Flying Dutchman.
This includes the gift-with-purchase incentives provided by official fuel & lubricant partner, SPC. Those who bought a car, both new and pre-owned, received up to $1,000 worth of SPC cash vouchers while the first 100 pre-owned car buyers received an SPC SpeedyCare car servicing voucher worth $115. The first 1,000 visitors daily received an eco-friendly foldable tote bag.
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