Operation : advertising campaign Cal gets R-M's advertising campaign on the road

“Comptoir automobile languedocien” (CAL), the R-M distributor in Montpellier (France), is using R-M’s advertising campaign to customise its vehicle fleet. This highly original initiative underlines CAL’s dynamic image and expertise to both new and existing customers.

Opting for R-M

CAL was looking for ways to stand out from the competition and to highlight its expertise in the field of waterborne basecoats. So, what better way to promote themselves than by using the dynamic designs and slogans from R-M’s ONYX HD campaign, via removable vinyl graphics. With four CAL sales staff vehicles in total, two Renault Clios and two Jumpys, already gleaming in their new R-M livery, the CAL logo has been applied discretely to the rear of the vehicles to ensure that the focus is fully on the message regarding R-M’s expertise. CAL decided explicitly against advertising its company, opting instead to make use of the impact of R-M, a global refinish paint manufacturer with a reputation for outstanding quality.

Expert image

R-M and CAL have been operating in close partnership since 1977, and this is reflected in this innovative and eye-catching campaign. “We are not expecting any effect on our sales from this campaign, but are hoping to foster a positive perception of our company among both new and existing customers. Our aim in this campaign is to reinforce our image as experts with the aid of R-M’s expertise. At the same time we are positioning ourselves as a forward-looking and imaginative distributor” explains Serge Pizzitola, CAL’s managing director. The campaign is already having a noticeable positive impact: customers are surprised, asking questions about the ONYX HD line as they engage sales staff in conversation, and feel part of a dynamic team.

In the course of the R-M campaign, CAL intends replacing the advertising on the vehicles, reflecting customer interest and establishing the long-term co-operation with its business partner.

Investment in the future

With 34 employees and sales in 2005 of 6.3 million euro, Serge Pizzitola has shown an unerring ability to exploit market developments and remain loyal to the R-M brand. In February 2005 no fewer than 80% of his customers had already converted to ONYX HD.