±±¾©Èü³µpk10

Duckworth Finn Grubb Waters is launching a TV and print campaign

for Daewoo to reinforce the car manufacturer’s value promise.

The campaign kicks off in the national press by challenging consumers to

find a better deal on a comparative make’s model. If customers can, they

are told they’ll be refunded half the cost of the car.

The press campaign will run in conjunction with three 20-second TV ads,

which break on 3 May in the Central region. Each ad focuses on the

benefits being offered to Daewoo purchasers, including ’no hidden price

extras’ and the same specifications as more expensive competitors.

’Reasons’ replaces a car’s wheels with pounds 1 coins, symbolising the

value of a Daewoo, which it says is pounds 4,000 cheaper than rivals’

models with the same specifications.

In ’asterisk’, a car driver swipes the asterisk from the car price tag

to communicate that there are no hidden extras when buying a Daewoo.

’Foot pump’ shows that Daewoo’s value promise applies to the whole

range.

A woman pumps up the tyre of its smallest car, the Matiz, to find that

instead of inflating the tyre, the whole car transforms into the new 4x4

Musso.

The ads were written by Simon Riley, art directed by Tim Brown and

directed by Philip Dupee of The Clinic. Media planning and buying is

through CIA Medianetwork.