Having developed and launched a refreshed Lookers brand across the UK, the challenge was to create a campaign that would set the company apart in a fiercely competitive market. The campaign embodies the aim of the company to become known as a retail experience not just another car dealer. To give customers a positive and personal experience and build a relationship with them that will last long into the future. This is summarised by the new strapline ‘for you, for life’.
To visualise this, we created a series of scenarios featuring the main target audiences enjoying the lifestyle that their car enables them to enjoy. This was blended with scenes depicting the relaxed, innovative retail experience offered by Lookers and their employees. The overriding message is personal and human, with cars and retail environments featuring but not the hero. The visual is enhanced by the distinctive music track ‘For You’ by up and coming artist FYFE and the soft, reassuring voice over.
The campaign was shot and edited over several months and launched through terrestrial advertising and targeted SkyAdsmart media. It will continue to be implemented across many channels including social media, TV and the website over the coming year.
As an integrated creative agency The Works are not only very flexible, adaptable and professional but genuinely a group of people who really care about delivering results on time, on budget and on brand.
To create and deliver this campaign with the Lookers team was a real pleasure. We filmed all over the UK, worked with some fantastic people and really got to know the personality and aims of the company. This allowed us to produce creative that really represents Lookers and what they stand for, and will hopefully resonate with the viewing public.