Banks Hoggins gives Daihatsu colour

Banks Hoggins O’Shea has opted for dayglo colours and bold diagrams in its pounds 3 million launch campaign for Daihatsu’s mini people-carrier, the Grand Move.

Banks Hoggins O’Shea has opted for dayglo colours and bold diagrams

in its pounds 3 million launch campaign for Daihatsu’s mini

people-carrier, the Grand Move.



The vehicle seats five and boasts plenty of luggage space while being

smaller than rival vehicles such as the Ford Galaxy and Renault

Espace.



The writer, Markham Smith, and the art director, Richard Dennison,

decided that an unusual way to convey its unique positioning would be to

create a campaign without using words. Instead they created three poster

executions and six press ads that feature a simple pictorial equation by

the illustrator, David Webster.



The idea, ’comfort plus an engine equals the Grand Move’, for example,

is shown by a brightly coloured cartoon of a sofa and chairs, added to a

dayglo diagram of an engine, resulting in a photograph of the Grand

Move.



Another shows ’space’ as a drawing of outer space, followed by an engine

and the car, while a third emphasises that there is a lot of luggage

room by depicting a supermarket trolley.



Media for the campaign, which starts with a nationwide poster blitz on

Friday, was planned by Banks Hoggins and bought by Frontline Media. It

will continue with press ads in national dailies and a test direct-mail

shot.



Targeting small families, the Grand Move follows the launch last month

of the Move, a small car aimed at single drivers. In its home market of

Japan, Daihatsu is the largest manufacturer of small cars. So far in the

UK, its marketing has concentrated on the four-wheel drive market, but

this year it began importing smaller two-wheel drive vehicles.



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