The strategy behind the work is two-fold; to identify customers likely to visit Rover dealerships and to find new customers for future marketing activity.
LIDA has created three separate executions designed to integrate with Rover's current above-the-line advertising from M&C Saatchi.
The Rover 75 mailing positions the car as one of life's luxuries, but at a surprisingly inexpensive price. A booklet opens with the line, "Can you afford a life of luxury?", before showing a series of luxurious items, including exclusive holiday resorts and a diamond necklace. It concludes with the Rover 75 and the endline: "Some luxuries are surprisingly inexpensive."
LIDA's Rover 45 juxtaposes the comfort and luxury of the car's interior with images of less desirable ways of travelling, such as a trawler being thrown about by the sea and commuters pushing on to a train. The Rover 25 activity uses the theme of fashion tips to display the car's features.
MG Rover's brand strategy director, Paul Stroud, said: "We are expecting great things from the campaign and look forward to achieving excellent results."
The Rover 75 campaign was art directed by David Harris and written by Peter West.
The Rover 45 work was art directed by Ali Peaty and written by Nicky Bullard.
The Rover 25 activity was art directed by Dean Jones and written by Andy Green.
_1.jpg)
.jpg)