back to thedrum.com
Orchard Media & Events Group Ltd has used the following skills/services in the project.
The brief
Launch a new brand to potential car buyers in a highly cluttered and competitive sector.
Key objectives
Insight
We worked on the marketing strategy and media plan for 18 months before launching the brand in January 2018.
As part of this initial marketing strategy, we held focus groups in our Lab, and conducted market research about experiences of car buying, the brand, category and competitors. After wading through all the facts to find the genuine insights, we got to understand the car buying journey, and learnt that how the journey made you feel was more important than what it actually did.
Solution
From this understanding, our creative & design, and production teams were able to bring the brand to life – ‘feel good car buying’ , by creating and building the brand identity, and making the TV adverts, which were then broadcast nationally at peak times.
Building our media plan around this insight, we chose broadcast media channels that would have the highest reach as quickly as possible. Going BIG! at launch to make some noise, we got the ‘feel good car buying’ message out there on billboards, hero outdoor sites, local buses, TV, Radio and AdSmart, maintaining its level of activity throughout the year to remind people of the findandfundmycar.com brand for when they are ready to change their car.
Another project highlighting the benefit of our fully integrated approach.
Stats based on 6 month HPI Morar Wave 4 research:
