Direct Line goes into battle with Virgin this week to win over
thousands of internet car buyers with TV advertising to launch
A national TV and print campaign - the first by Mortimer Whittaker
O’Sullivan since the agency won the account earlier this year - aims to
exploit consumer anger at ’rip-off’ car prices in the UK.
Jamjar, which went live this week, claims it will save customers between
5 and 35 per cent on the price of a new car.
The campaign marks Jamjar as a serious competitor to Virgin Cars, which
launched in May with press and poster work through Roose & Partners. It
aims to sell 24,000 cars in its first year.
Mark Godfrey, Jamjar’s marketing director, claimed the Direct Line
operation would be much broader than the Virgin offering with extra
services such as route planning and hotel and ferry bookings.
The ad was written by Matt Free, art directed by Tim Snape and directed
by Simon Fellows for Tsunami Films. Media planning and buying is by