Daewoo woos Europe with dollars 40m campaign

Daewoo has unveiled a dollars 40 million, pan-European television campaign aimed at strengthening its brand values across the Continent.

Daewoo has unveiled a dollars 40 million, pan-European television

campaign aimed at strengthening its brand values across the

Continent.



Created by Daewoo’s UK agency, Duckworth Finn Grubb Waters, the campaign

launches four new models: the Leganza, Lanos, Nubira and Matiz.



It will be supported by commercials created by Daewoo’s agencies in its

12 European markets to promote the individual models.



A new commercial features a series of planes taking off and ships being

launched, as a voiceover says that Daewoo’s engineering expertise has

helped to launch satellites, passenger aircraft, ships and jets. It then

cuts to the cars as the voiceover explains the company has now launched

four new models.



The ad ends with the declaration, ’Everything we build is designed

around one hugely advanced component ... you’, and coins the endline,

’Daewoo. Designed for you.’



The campaign will roll out across the region from 5 October and run for

about six months. The ad was written by Mike London, art directed by

James Fryer and directed by Chris Hartwill through RSA. Media planning

and buying is being handled by Daewoo’s UK media agency, CIA

Medianetwork.



Mick Finn, managing director of Duckworth Finn, said: ’The thinking was

that Daewoo had stronger brand credentials here than elsewhere in

Europe. This campaign is designed to help enhance Daewoo’s credentials

throughout Europe.’



Daewoo confirmed it had appointed Duckworth Finn and CIA to handle its

first pan-European campaign following a pitch against Bates Italia and a

German agency linked to the BBDO network.



The decision to launch the campaign came about because the Asian

economic crisis has increased the importance of the European market for

Asian car manufacturers.



Daewoo launched its cars in the UK three years ago, accompanied by a

heavyweight ad campaign that highlighted its improved customer care.



The company decided to cut out the dealer and set up its own network of

showrooms, selling directly to consumers.



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