Proton Cars To Champion Charity With Team Proton Initiative

Proton Cars (UK) Ltd (PCUKL) are encouraging visitors to The Castle Mall shopping centre in Norwich to take a half-time break this November and December with a test drive promotion. In a bid to encourage shoppers to take a break and do something for a local charity, Proton have initiated Team Proton as part of an eight week campaign to raise money for the Bryan Gunn (ex Norwich City Football Club goalie and one-time Sheriff of Norwich) Leukaemia Appeal.

The Castle Mall customers will be in for a different type of shopping experience as Team Proton will rally support from shoppers and invite them to ‘join our squad’ with a range of fundraising activities taking place at Norfolk’s favourite shopping centre in the run-up to the festive period.

Win a car!

For the first time ever, Proton will offer test drive bookings of the newly launched GEN-2 from The Castle Mall. In addition, anyone taking a test drive in a GEN-2 will be entered into a national competition to win a brand new top of the range GEN-2 1.6 GSX.

Proton will support the Bryan Gunn Leukaemia Appeal with a donation of £10 for every test drive taken and customers will be offered the opportunity to arrange for the five-door hatchback to be delivered direct to their home to test drive, take a test drive there and then, or to pop into their local dealer.

Keep it up with an NCFC player

The promotion will kick off on the 7th November when two of Norwich City Football Club’s first team squad members will be in Norwich’s Castle Mall to start the Team Proton keepy-uppy challenge. Local press, TV and radio will cover activity throughout the eight week promotion as customers are encouraged to take part in the challenge to get as near to or even beat one of the Premier League player’s scores. Fantastic prizes will be on offer for competitors and all money raised through the challenge will be donated to Bryan Gunn’s Leukaemia Appeal.

Simon Park, Proton’s Sales and Marketing General Manager is buoyant about the forthcoming promotion, "The Castle Mall is an obvious venue for us to showcase new product and raise awareness of our new dealership opening at Carrow Road in early 2005 and also provide support for our local dealer."

"Team Proton will support Bryan Gunn’s Leukaemia Appeal and gaps:line which is its associated family support line for parents and carers of children with leukaemia and cancer. Both charities are close to us at PCUKL through their link to Norwich City Football Club and because they form such an important integral part of our community".

Campaign/Event strategy

Proton is joining an increasing number of motor manufacturers moving away from static display promotions in shopping centres in favour of experiential marketing tactics to attract shoppers and drive footfall into dealerships. Simon Park continued, "Team Proton is all about raising awareness of the product and brand by engaging shoppers and enhancing the shopper experience by reaching people at a local level. We are utilising our sponsorship of Norwich City Football Club to create a brand theatre within the shopping centre and using player appearances centre stage to attract additional media coverage. In addition, we are incentivising test drives and promoting a positive corporate image in the community by donating money to Bryan Gunn’s Leukaemia Appeal."

The campaign will be centred in The Castle Mall shopping centre in the centre of Norwich. The proximity to Proton's UK head office is an obvious link but the sponsorship of Norwich City Football Club and the profile locally of Bryan Gunn is an added benefit. Using The Castle Mall was required - with an average footfall of 240,000 shoppers a week Proton expect that during the eight week length of the campaign, it will reach around 1-1.5 million shoppers passing through its three promotional sites, with a significant increase during the build-up to Christmas.

An insert leaflet in the selected local press, advertising in Norwich City Football Club programmes and at games using the tannoy system, leafleting to local shoppers by field staff and a mailshot to the 77 schools who form a part of the football club's Associate Schools Scheme detailing player appearances, challenges, charity contributions, test drive incentives and competitions, will all form a part of the campaign. Furthermore Proton are undertaking a joint promotion with the Archant Newspaper Group to win "Once in a Lifetime" prizes from Norwich City Football Club.

Published : 06/11/04 Author : Melanie Carter

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