TPS Case Study
SIXT recently became established in New Zealand, under the umbrella of the wider Giltrap Group, and InMotion were tasked with launching the brand digitally.
PROBLEM
We were tasked by MediaWorks with launching a new radio station focused on music of the 90s and 00s, at warp speed. The twist was the station would be run on a shoestring and wouldn’t have all the standard category conventions you’d expect – news, weather, even DJs…
Solution
Beyond simple advertising, our work had to achieve more – basically creating the station’s voice. And all on a limited budget. To achieve this, we built a cheeky, attention-grabbing tone paired with bold, retro-inspired design. Much of our marketing centred on a digital content strategy that tapped into nostalgia while playfully mocking radio conventions, positioning us as edgy, lo-fi challengers. And our comms and socials quickly drew strong engagement, with every post closely monitored to ensure our slim resources went to what worked hardest.
Results
Ultimately, channelX got off to a roaring start:
- The station enjoyed great survey results around the country, quickly capturing market share and becoming a cult hit that’s now going from strength to strength
- Socials earned a huge 5.7 million engagements in the first year
- We achieved a Cost Per Engagement over the first year of $0.012, literally making every cent count
- And our launch work was acknowledged with a 2024 Marketing Awards finalist nomination
We’re In Motion, a creative, media and production agency, all in one. Our highly integrated approach means we handle everything - from strategy and ideation to production, media implementation and TVC dispatch - while tracking performance and optimising every step.