MG OMD x Halfords Utilisation Engine: Real‑Time Signals Driving Real Revenue

The Challenge

Halfords' national Paid Search activity was running, but performance wasn't aligned with reality on the ground. Demand and supply were out of sync: customers were sent to garages with limited availability, while other locations that needed bookings were overlooked. The media plan wasn't matching real-world needs.

The Strategy

MG OMD, Omnicom Media Labs, and Halfords worked together on the Halfords Utilisation Engine – an intelligence layer that updates hourly and classifies all 470+ garages into clear need states, bringing together the most important signals that reflect real garage demand and performance.

Execution and Innovation

This approach brought together the most important signals to reflect real garage demand and performance, which drove growth and efficiency.

Results

CPA down 27%, ROAS up 38%, and CTR up 204%. Results independently verified and C-suite support secured to expand the approach across more channels.

Judge's Verdict

"Exceptional clarity and serious engineering — successfully addressing a tangible and complex business challenge."

"Compelling, independently verified commercial results and significant revenue growth — a well-structured roadmap with strong team collaboration."