The campaign's aim is to boost sales through generating enquiries and brochure requests. Purchase is incentivised through a special finance deal, which offers to pay buyers' payment installments for 100 days.
The ad sees the cars bursting out of gift-wrapped boxes, with viewers then invited to request further information by pressing the red button, which takes them through to a data collection site. They are asked to give details on their current car, as well as its estimated replacement date and model.
Claritas is handling the data collection and profiling responders to build up an indepth understanding of their demographics and lifestyles.
The five week campaign goes out over Sky channels this month and is part of a cross-media push created by agency DLKW.
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