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Daihatsu Materia goes 'groovy'
By Yoann Besnard on 27 March 2008 | (0) Comments | Permalink
Daihatsu models are almost unknown in Europe and you probably didn’t that the Materia was sold in the UK. Aware of the problem, Nick Morgan had a psychedelic idea to promote the car.
Lynx Daihatsu of Yeovil Somerset organised a brainstorming among its staff to promote the Materia and aftersales manager Nick Morgan came up with the idea of a head-turning ‘groovy’ graphics with a ‘Flower Power’ flavour.
“We all sat down and brainstormed how to promote this quirky car and I came up with the idea of a psychedelic theme. The inspiration was a pop video on YouTube called ‘Groove Is In The Heart’ by Deee-Lite.”
So far the car has been displayed in various supermarkets and town centres in the area and Lynx Daihatsu has also produced special ‘Get In The Groove’ hand-out cards.
Dealer Principal, Derek Bunning, says it is difficult to quantify Materia sales as a result of the campaign but at least one Sirion was sold to someone who visited the showroom after seeing the funky Materia promotional car.
