GrabOne sold its first used car – the former hero vehicle from TV3’s The Block NZ – after a successful joint initiative with Honda NZ, culminating in a Dutch reverse auction that GrabOne marketing director Keeley Sander described as “the new disruptive way to take a special car to market”.
The blue Jazz RS Sport had a retail value new of $29,249. It went under the hammer with under 6000kms on the clock for $24,150 on GrabOne in just five days.
Sander said Honda is thrilled with the sale price and the innovative way the auction gained additional exposure for the Jazz.
“We came up with a plan across NZME.’s combined channels that took the Honda Jazz into print, editorial, online and social, demonstrating the full and effective breadth of our offering,” she said.
“The GrabOne team supported the idea with a unique Dutch reverse auction, where the price winds back each day – a high stakes version of chicken for whoever is the first to yield.”
The pressure must have been too much for the winner of the auction who purchased the Honda Jazz 10 minutes before the last scheduled price drop.
“When Honda asked GrabOne to help them promote the sale of the Jazz we pulled out all the stops with our NZME. partners at the Weekend Herald’s Driven inserted magazine, and of course engaged in some serious promotion across the GrabOne website, email, and social pages and that proved an irresistible combination,” Sander said.
“We were thrilled with this opportunity to demonstrate the diversity that the NZME. marketing and media channels can deliver.”
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