Duckworth Finn Grubb Waters is launching a TV and print campaign
for Daewoo to reinforce the car manufacturer’s value promise.
The campaign kicks off in the national press by challenging consumers to
find a better deal on a comparative make’s model. If customers can, they
are told they’ll be refunded half the cost of the car.
The press campaign will run in conjunction with three 20-second TV ads,
which break on 3 May in the Central region. Each ad focuses on the
benefits being offered to Daewoo purchasers, including ’no hidden price
extras’ and the same specifications as more expensive competitors.
’Reasons’ replaces a car’s wheels with pounds 1 coins, symbolising the
value of a Daewoo, which it says is pounds 4,000 cheaper than rivals’
models with the same specifications.
In ’asterisk’, a car driver swipes the asterisk from the car price tag
to communicate that there are no hidden extras when buying a Daewoo.
’Foot pump’ shows that Daewoo’s value promise applies to the whole
A woman pumps up the tyre of its smallest car, the Matiz, to find that
instead of inflating the tyre, the whole car transforms into the new 4x4
The ads were written by Simon Riley, art directed by Tim Brown and
directed by Philip Dupee of The Clinic. Media planning and buying is
through CIA Medianetwork.