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.
