It is the first campaign the agency has worked on with the group since being appointed earlier in the year following a competitive pitch. It will see 4m people targeted regionally with a national rollout to be considered later in the year.
The campaign to promote the is built around the strapline "Mad about motors" and comprises TV and radio. It will run on Yorkshire TV and Leeds-based Real Radio, supported by a 12-week press ad campaign in Johnston Press titles and ambient media, including Adshel posters and bus backs.
One TV ad sees a young man running towards an attractive girl with a bunch of flowers, only to push past the girl and shower his affection on a parked car.
Digital media includes a viral email showing people at a funeral paying their last respects to someone who has passed away, with one of the mourners driving off in the black Bentley hearse with a "mad about motors" bubble pictured above the speeding car. Each execution carries details of the Motors Today website.
Greg Stainton, local Sandal BMW dealer and a Motors Today trade client, said: "The advertising takes exactly the right approach. It's very direct and to the point and sends a clear message to advertisers to get on board and reap the benefits that such a high-profile campaign will deliver."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
