Mother launches CarLand brand ads

CarLand, the supermarket-style car retailer, launches its first brand advertising campaign this week with a series of poster and radio ads by Mother based on the central idea: ’CarLand. Where people meet their cars.’

CarLand, the supermarket-style car retailer, launches its first

brand advertising campaign this week with a series of poster and radio

ads by Mother based on the central idea: ’CarLand. Where people meet

their cars.’



Motive, CarLand’s media planner and buyer, has timed the campaign’s

launch to run just ahead of the Easter bank holiday weekend, coinciding

with a busy time for car sales.



James Bidwell, the marketing director of CarLand, said: ’Our plan is to

build CarLand into a modern service brand and the advertising Mother has

developed reflects this. As we expand our store presence, we will be

moving to TV to establish our brand presence further afield.’



Each of the colourful press executions highlights one of CarLand’s

customer benefits. These include a 30-day exchange or money-back

guarantee, a 150-point RAC insp-ection on every car, a choice of 500

cars and non-commissioned customer advisors to help with any

questions.



The press campaign was written and art directed by Franklin Tipton, with

design and illustration by Rian Hughes. The radio work, which takes the

same proposition-led approach, puts a humorous spin on buying a used car

and contrasts this with the modern CarLand approach. It was written by

Mark Waites.



Tipton said: ’CarLand is the obvious place to go if you want to buy a

new car.



We wanted to capture this ’people first’ organisation in a fresh, human

and distinctive way.’



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