Fallon has revealed its first national press and radio campaign for
Moto, Granada's rebranded motorway service areas.
The £1 million campaign aims to position stopping at Moto as a
de-stressing experience. It will also aim to dispel the popular image of
motorway service stations as places where consumers are ripped off in a
The campaign, which comprises three press ads and five radio executions,
points to the fact that consumers need as much of a restorative break as
the family car. Each execution conveys the essence of a miserable
motorway journey from the point of view of the drivers on the road, and
features a gauge to represent how the driver is feeling on the
The campaign introduces the endline: "Moto. Essential maintenance for
Eva Ruzicka, an account director at Fallon, said: "Service stations were
set up in the 50s to stop tired motorists crashing by giving them
somewhere to stop and refresh themselves. Unfortunately, somewhere along
the way they became hell holes."
She added: "Our campaign will highlight that Moto is determined to do
what service stations were always intended to do - send people back on
the road feeling a little better than they did when they turned off
Fallon won the business in February this year. Moto is owned by The
Compass Group, which began rebranding the service areas with the Moto
logo a few weeks ago.
The campaign was written by Ed Edwards and art directed by Dave
The press was shot by John Offenbach. Media planning and buying is by
Unity and Feather Brooksbank.