Company: Soapy Joes Car Wash, Santee, CA
Company Description: Soapy Joe's Car Wash is a locally owned family business with over 20 locations serving San Diego County. Soapy Joe's prides itself in its commitment to the environment, using advanced water reclamation systems, and earning the International Carwash Association's Water Savers® designation. The past 13 years, Soapy Joe's has donated more than $2 million and 120,000 free washes, benefiting community.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Engaged Community of the Year
 Nomination Title: Soapy Joe's Day and National High Five Day
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
The Soapy Joe’s Day and National High Five-Day campaign was launched on April 19th, 2024.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 233 words used.
When Soapy Joe's Car Wash found itself navigating the stormy waters of unseasonable rainfall, a resolute commitment to innovation and community led to the inception of a record-breaking campaign. Facing a downturn in car washes, the need to reinvigorate customer engagement became paramount. The fusion of Soapy Joe's Day, a San Diego city tradition offering a complimentary car wash, with National High-Five Day, presented a unique solution.
This dual celebration became the cornerstone of a strategy designed to accomplish two goals: achieve the greatest number of free car wash sign-ups in Soapy Joe's history and unite the community under a fun, shared mission. The mission was to beat the Guinness World Record for the highest-fives by a mascot, starring the beloved Soapy, thus leveraging the existing record-holder status for the largest air freshener.
Despite the challenge of inclement weather dampening spirits and wash counts, this campaign rose above, morphing a potential low season into a high point. The lure of witnessing a world record attempt coupled with the promise of exclusive limited-edition merchandise for the first 75 attendees at each location created an irresistible draw.
Success wasn't just measured by the day's festivities and free washes; it marked the critical engagement of on-site employees in converting attendees to loyal members. Through innovative thinking and community spirit, Soapy Joe's not only overcame nature's hurdles but set the stage for continued growth and customer loyalty.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 243 words used.
Soapy Joe’s Car Wash transformed challenges into triumphs with its dual campaign celebrating Soapy Joe's Day on April 19th, 2024, also National High Five Day. Embarking on a meticulous 6-month planning journey, the ambition was grand: break a Guinness World Record (GWR) while achieving an unprecedented number of free wash sign-ups.
Upon GWR's approval, Soapy Joe's launched two dynamic awareness campaigns. The first rallied the community for a pioneering attempt at the most high-fives by a mascot, tapping into a shared enthusiasm for making history. Parallelly, a second campaign deployed to drive free wash sign-ups, promising enticing swag to the early birds. The orchestration involved an intricate content calendar and a unified creative hub, ensuring synchronicity across promotional mediums: email, SMS, radio, and PR efforts—all tailored to peak interests during critical promotional junctures.
Strengthening the campaign’s impact, partnerships with esteemed organizations like Susan G. Komen, San Diego Gulls, Kroc Center, and Helen Woodward Animal Center not only expanded coverage but also imbued the pursuits with an air of prestige. These collaborations exemplified Soapy Joe’s commitment to community and philanthropy, meshing seamlessly with the lighthearted spirit of the event.
This campaign represented more than an achievement in numbers; it was a testament to the power of strategic planning, community engagement, and leveraging partnerships, all while underscoring the core values of Soapy Joe’s: building community and having fun. Through creativity, meticulous orchestration, and an unwavering commitment to its mission, Soapy Joe’s aspirations turned record-breaking reality.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2023. Even if your initiative started before 2023, limit your response to activities and results since the beginning of 2023 only (up to 250 words):
Total 221 words used.
This campaign expertly combined our patrons’ enthusiasm for free items, record-setting challenges, and active community participation to achieve unprecedented results. Our primary goal was to elevate customer experience while significantly boosting our car count and engaging our community through a memorable event.
The pivotal activity of "Soapy Joe’s Day" was an attempt to set a new Guinness World Record, which served as a major attraction, drawing both existing and new customers. This exciting challenge not only generated buzz around our brand but also intensified community involvement as participants joined in to contribute to setting a record.
To amplify the campaign, we leveraged a robust email marketing strategy that targeted our extensive customer base with enticing offers of limited-edition swag items exclusively available on the event day. This approach not only rewarded our loyal customers but also encouraged newcomers to participate in our offerings. Our strategy saw a remarkable open rate of 33.07%, significantly surpassing the national average. Additionally, the click-through rate stood at an impressive 2.30%, indicating highly effective engagement compared to industry standards.
Ultimately, our innovative combination of exciting world record challenges with strategic customer communications led to a substantial year-over-year increase in car count by 61%. The "Soapy Joe’s Day" campaign not only underscored our commitment to enhancing customer involvement but also significantly bolstered our market presence.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 36 words used.
https://soapyjoescarwash.com/highfive-day-blog/
https://www.instagram.com/p/C7932uWSXXM/
https://www.instagram.com/p/C6KUI4XLCXe/
https://www.instagram.com/p/C5mUObTOv0F/
https://www.instagram.com/p/C5l43xKPoWH/
https://www.instagram.com/p/C5gu8b5JV_x/?img_index=1
https://www.instagram.com/p/C5WCgrZJQnT/
https://www.instagram.com/p/C5JjzFGhhBB/
https://www.instagram.com/p/C5rCECZt57E/
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