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
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
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
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.