H20 Car Valeting

Who is the client?

H20 Car Valeting was launched by managing director Colin Thomas back in 2003, and now operates in various locations, including the Mailbox in Birmingham, the Bullring in Birmingham, Touchwood in Solihull, Merry Hill in Dudley and Westfield in London.

They have a current and growing database of 20,000 consumers.

What was the brief?

H20 asked Prominent to help them expand their services and have the goal of acquiring 40 new locations over time.

They wanted help in securing affinity partnerships, creating mutually beneficial new collaborations that will help with this expansion.

What did Prominent do?

Prominent approached car manufacturers Alfa Romeo with the idea of a mutually beneficial relationship - and they loved it!

Alfa Romeo recently launched their new car, the Giulietta, as promoted nationally by Uma Therman.

Alfa Romeo's dealership in Knowle and Willenhall are launching the Giulietta - and that is where H20 come in. In their Merry Hill and Solihull branches, with every car that is cleaned by H20, they placed an in-car paper hanger over the interior mirror featuring the Giulietta.

In return Guest Motor's featured promotional material about H20 in their garages.

H20 and Alfa Romeo also arranged for a 'link exchange' - H20 are featured on Alfa Romeo's home page on their website, as are Alfa Romeo on H20's.

And we have been able to monitor the success of this affinity too, because for every person that used the special offer from the window hanger, a slip was collected by Guest Motors.