Duckworth Finn Grubb Waters won a bronze APG creative planning
award in the category for the best campaign for established product
brands.
Tom Vick, the agency's joint managing director, and the account planner
Megan Thompson presented a paper which demonstrated that planning had
highlighted car safety as a key issue which would give Daewoo standout
in a crowded market.
Planning discovered that more than 90 per cent of all UK accidents are
caused by driver error, rather than by mechanical failure - despite many
car manufacturers emphasising safety features in their advertising.
To differentiate itself from its competitors, Daewoo gave away free
advanced driving lessons with every new car which benefited customers
and Daewoo alike. Its key proposition was: Daewoo cares about safer
drivers, not just safer cars.
As a result of the campaign, Daewoo reported significant growth, despite
difficult trading conditions.
The campaign's creative directors were Dave Waters and Paul Grubb. Art
direction was by Claudio Pasqualetti and Eugenia Pacelli was the
copywriter.
Last week's Campaign included a supplement of APG awards winners. Daewoo
was omitted from the APG category for best campaign for established
product brands on page seven. The joint gold winners in this category
were Revels by D'Arcy and Heinz by Leo Burnett.
