What Car? was looking to build brand awareness and alter brand perceptions. The team wanted to position the brand as a trusted destination to not only review, but also to purchase a new car. In addition, they wanted to generate new leads amongst car buyers.
They partnered with Finecast to launch their biggest and most ambitious marketing campaign to date, marking the brand’s first venture into TV advertising.
“TV was an obvious choice for building brand equity and awareness around our new car-buying platform. To avoid wastage we looked at TV in a different way to how we may have tackled it previously – by using addressable or non-linear TV advertising – which ultimately could prove to be a more cost effective solution to target in-market audiences.” Darren Pitt, Marketing Director, Haymarket Automotive
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