Insight into the upcoming TV campaign

The upcoming TV campaign continues to keep us all busy, but also incredibly excited about the prospects.  The adrenaline is flowing at a rapid rate throughout the whole business as the campaign forces us to ensure everything is set for a successful campaign.


We made the decision to go on TV relatively late (in comparative terms), but this provided a sense of urgency which has fuelled our work habits and rate of change.  It is my hope that both dealers and consumers get to see this velocity and hunger to provide a leading site for used car search.


The campaign forced us to address a number of questions about the business, from the brand message, to the consumers that we are targeting and even whether our business cards are appropriate!  Through extensive research and some soul searching we made the decision to lead with a new creative campaign.  


This was a difficult decision as Sensei was the product of lots of hard work and research. However, we believe the market has changed and the key messages of motors.co.uk need to be kept simple, to provide clarity to consumers about what we do and why they should visit.  As a young business we need to change things!


We wholeheartedly believe that the market underserves the general car buyer.  We need to remember that buying a car is a big decision with a lot of pressures.  Furthermore, we discovered that consumers are excited and scared in unison.  The consumer often believes that they are being "ripped off" or paying over the odds.  I think that as an industry, we have a job to do to show that there isn't a hidden agenda and do whatever we can to breakdown the information asymmetry.  I am confident that motors.co.uk can address this gap and we will be working with dealers to improve public perception and increase the enjoyment of the car buying process.


So ... as a result of the TV campaign, the branding across motors.co.uk and its advertising will change.  We are incredibly impressed by the efforts of AN Creative  and think that the message will be clear and simple but also very charming.  The core values of motors.co.uk have not changed, but we believe we've found some effective tools for communicating this.  Our dealers can only benefit as this increases traffic to motors.co.uk.


I'll be sure to post more as we have it for distribution, but here is a teeny sneak preview...