Halfords goes ‘Greased Lighting’ during peak MoT month
March is said to be the peak month for MoTs, and with this in mind Halfords Autocentres has produced viral film to promote its MOT offer to consumers via social media. In homage to the film Grease, ten Halfords team members perform their own unique interpretation of the film’s ‘Go Greased Lightning’ garage scene – complete with a classic American car and all-new lyrics.
Halfords marketing director Rory Carlin explains: “With almost 2.7 million vehicles due to be examined by garages carrying out MOT tests next month, standing out from the crowd can make a significant difference to business. It is around this time that cost conscious customers begin shopping around online for the best value deals so, in addition to offering good value and exceeding expectations on customer service, it’s vital to be highly visible in this space.”
Halfords Autocentres, which carries out around 400,000 MOTs each year, typically sees a 350 per cent rise in interest levels from customers during March – a trend supported by online trend analysis tools which show a surge ‘MOT’ search during the first and last week of the month.
“Whilst the film was fun to make for all involved, who gave up their Sunday for a few moments of fame, the intent of the film is serious – namely to improve our online search rankings and gain greater engagement for the Halfords Autocentres brand and its garage network,” Carlin adds.
The film, which uses the musical score from the original film but replaces the well-known lyrics with something more in-keeping with the MOT theme, can be viewed here; the video is being supported by complementary posts and competitions throughout the month via Twitter @Halfords_uk and the Halfords Auto Facebook page.