Preserving prized vehicles
Moisture is the biggest problem for owners of classic, performance and luxury cars. It not only causes rust, but also deterioration in leather, wood, rubber and electrical systems. The answer is to control the relative humidity around a car, and keep it at the optimum level – which is where our client’s dehumidification systems come in.
A passion for protection
Dehum have been specialists in industrial dehumidification for years, and their Protect system has been developed specifically to keep vehicles in perfect condition. It’s already been installed in everything from domestic garages to commercial premises, including several private collections; but now they wanted to seriously promote the system to a wider audience of car enthusiasts, collectors and investors. So Northstar fired up the Quattro and got to work.
Creating the right environment for classic car owners
The first task was to launch their new website, giving it the right appeal to serious car owners and featuring some of the world’s rarest and most desirable cars.
It makes a strong case for the Protect system against other forms of vehicle protection, with comprehensive details for the more technically-minded, together with a host of new case studies – including noted F1 designer Gordon Murray’s collection.
A classic campaign
Once the website was up and running, we embarked on a low-key campaign of online PPC ads taking click-throughs to specific landing pages. We’ve also produced editorial articles for owners’ club magazines, outlining the different ways vehicles can be protected and positioning the Protect system as the ultimate solution.
In November we designed the stand for Dehum when they attended the Classic and Restoration Show at Birmingham’s NEC Arena – we even met ‘car royalty’.