Come in with a chip.

The Gisborne branch needed to be the first place locals thought of when a windscreen was damaged, in the season when that happens most.

Summer in Gisborne means road trips, gravel roads and flying stones. A small chip left alone becomes a crack, and a crack becomes a full replacement.

We built a local summer promotion around a simple pun: get any repair, replacement or recalibration at Smith & Smith Gisborne over summer, and go home with a free bag of Proper Crisps. The line was ‘the chips you’d rather have this summer’.

To get the word out we developed radio ads, digital ads and digital billboards, backed by flyers and a banner stand in the branch. On radio we partnered with More FM Gisborne on a ‘Rock Out This Summer’ promotion, with locals hunting for hidden Smith & Smith rocks to win concert tickets. It gave people a reason to deal with a job they’d usually put off. Chip repairs were done while you wait, with no appointment needed.