We recently worked with Lookers to develop the creative and assets for their annual ‘Big Event’ campaign. From designing point of sale and social media content to producing a TV ad, the team ensured Lookers had everything they needed for a successful national campaign. Junior Account Manager, Neave, sat down with us to chat about what was involved in developing the assets for this exciting campaign:
Could you tell us a little bit about the project?
“Our brief was to come up with a new creative direction to promote this year’s Big Event for Lookers and Charles Hurst. We needed to differentiate from last year’s creative, whilst retaining the core identity of the Big Event. We created all collateral to promote the event including point of sale, social media assets, out of home, and a TV ad.”
What was the brief behind this project for the client?
“The aim behind this project was to pull potential customers into the dealerships through bold and exciting creative that might make them consider Lookers for their next car. This year, the offer included 12 months of RAC breakdown cover and an additional 12 months warranty on cars purchased within the event window, so the creative and visuals needed to clearly communicate this message.”
What was the strategy you came up with in response to the brief?
“When we receive a brief like this, we digest all the information and spend a few days coming up with multiple potential creative routes that are presented back to the client. From an account management perspective, it’s key to work very closely with both the client and with the creative team to make sure that the ideas and the brief align. Once a creative route is chosen and developed, we can then start rolling it out across point-of-sale visuals, social media and TV ad storyboards.
“Once these are ready, we can then work with the printer to make sure that every dealership nationally gets what they need on time.”
How has the project been received around the clients’ business?
“The client is delighted with the outputs we have created for the Big Event and we know the campaign has performed really well on social media. Projects like this are always great fun as they’re challenging and require you to think creatively, and problem solve.”
What do you think is the most important thing to consider when taking on a project like this?
“The main consideration when taking on a project like this is to troubleshoot all creative ideas against the brief. We need to constantly question whether our creative ideas are achieving the client’s aims, and make sure that we have clear communication with them as there are many layers to this sort of project!”
You can find out more about our work with Lookers, here.