Client: Benfield Motor Group
Campaign: 5 years at 0%
While it’s business as usual for Benfield to hold a used car event at this time of year, a radical change of approach this year and completely new offer meant that we needed to come up with a brand new strategy too.
5 years at 0% finance is something Benfield have never done before, so every part of the campaign was looked at from a whole new angle.
The proposed strategy was to run a short burst campaign for the new finance deals to rapidly build awareness and achieve cut-through.
Benfield aren’t known for the kind of aggressive affordability deals that typify the automotive sector, it’s a new approach for this event. So, already without our input, the offer had a lot of impact. All we needed to do was communicate the idea simply in a way that stood out, without deviating from the established and successful brand strategy.
We knew that the existing approach of impactful lifestyle photography coupled with a strong headline was pretty effective when it came to longer events, but not direct enough for a four day burst. Instead we kept the striking copy, brought it more to the point, and centered the campaign around it.
By boiling the focus of the campaign down to the 5 years at 0% offer, we made the unambiguous point that Benfield was doing nothing (for four days only).
TV for this campaign made clever use of the picturesque scenery from the Enjoy the Journey campaign. Robbed of its music and edited to punctuate the voiceover the footage gains a whole new purpose while tying the new message to the existing brand communications.
Press and other print got straight to the point with an even more simplistic design. They quite literally have nothing to say.