Execution’s aim was to provide astronger emotional bond between brand and the drivers.

To announce programme; promotional spots aired on radio, newspaper ads placed in sports pages, outdoor units used, programme posters distributed in truck-stops.Programme included three parts; Entertainment: song requests via phone-sms-fax, live phone-in, contests&gifts.Informative: weather forecasts, countrywide road conditions.Training: technical questions, safety&truck-driving tips.After 3 months, a roadshow was organised in southern Turkey; approximately 10.000 participants and 3400 promotional materials distributed. Latest model truck was available for test drive.

Total of 260 programmes was agreed, minimum 100 active participants/programme.

Every Wednesday the training manager attended the programme; average 190 questions/week asked.Total cost less than 3 full page newspaper ads. Moreover, due to sponsorship, ad prices on this radio discounted by 55%.

Helped maintaining market leadership and increasing share.