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.’
