Value Motors 5K Giveaway & Talent Partnerships

Value Motors is a key player in the New Zealand automotive industry. As part of a major promotional initiative, the business introduced a $5,000 monthly cash draw running over a 12-month period. This campaign was designed to reward customers who purchase and finance vehicles through the dealership while scaling the brand's national presence.

The campaign was built around a transaction-based promotional model, where customers were automatically entered into the monthly draw upon qualifying purchase, reinforcing real sales behaviour rather than a traditional public giveaway.

Our Role

Squid Group worked alongside Value Motors to lead the strategic partnership, ambassador integration, and digital rollout of the campaign.

The objective was to transform a dealership-led promotion into a scalable, nationwide campaign, bridging high-profile talent with performance-driven marketing to maximise reach, engagement, and conversion.

What We Did

  • Strategic Ambassador Brokerage: We brokered and facilitated the partnership with NZ personality William Waiirua and All Black Billy Proctor. Both were integrated as official ambassadors, providing Value Motors with a recognizable national voice to lead the 12-month promotion.

  • Production & Creative Execution: Working alongside our content partners, McCabe Media, we directed the production of high-energy video assets. These were engineered specifically for social-first consumption to stop the scroll and clearly communicate the monthly prize pool.

  • Multi-Channel Digital Rollout: We managed a coordinated launch across Google Ads, Facebook, Instagram, and TikTok. This full-funnel strategy ensures the promotion maintains consistent reach among active car buyers nationwide throughout the year.

  • Sales-Led Campaign Structuring
    A tiered entry model was implemented to encourage higher-value purchases, incentivising customers to bundle additional products such as mechanical warranties and GardX protection at the point of sale.

The Results

  • Official Ambassador Alignment: Successfully transitioned William Waiirua and Billy Proctor into official brand ambassadors for Value Motors.

  • Scalable Campaign Platform: Transformed a dealership promotion into a nationwide, ambassador-led campaign capable of sustained reach and performance over a 12-month period.

  • Sustained Market Visibility:
    Delivered consistent, high-impact exposure across multiple channels, keeping Value Motors front-of-mind for car buyers nationwide

By combining high-profile talent with a data-led digital strategy and high-impact video content, the campaign has established a strong, scalable brand platform for Value Motors, supporting their ongoing growth in a competitive market.

Digital Services
About
Contact
THE SQUID WAY

We do things differently at Squid, creating brands and experiences which evolve the way businesses are seen. We are based in Auckland, offering digital marketing, web design, web development, branding and content marketing across NZ and Australia

Terms of Engagement

Copyright 2022 Squid Group. All rights reserved.

Group