Since completing a rebrand of Lookers in 2016, we have worked closely with their marketing team to continue building a distinctive brand based on the proposition of 'for you, for life'.

Our ongoing development of the Lookers brand has seen us complete a number of national advertising campaigns spanning TV, radio, cinema, outdoor and digital channels. We have also been involved in the development of sale and acquisition transition strategies as well as a host of internal programmes and initiatives.

Our latest campaign launched in late 2018 aims to show that Lookers is for everyone by showing a series of scenarios featuring target audiences and what their car enables them to enjoy in life.

The campaign spans TV, radio, cinema and outdoor with creative adapted for the specific media.

As part of the ongoing development of the Lookers brand, we revamped the style of the Annual Report maintaining the clean, crisp layouts for the financial information, but introduced a more magazine like style for the front sections that review the previous year.

Acquisition campaigns

As a business that grows predominantly through acquisition, Lookers needed a robust and easy-to-rollout strategy and marketing toolkit to employ at fairly short notice. An example of this was the acquisition of the Jennings Motor Group in late 2018.

Stage one focused on welcoming Jennings to the Lookers family, informing customers of the acquisition and reassuring them that they could still expect the same high levels of service they were used to. The message was delivered across various media – TV, radio, online advertising.

Stage two focused on elevating the Lookers brand above Jennings, delivering the message that Lookers was the new name for Jennings, while keeping the same reassuring tone.

To further engage with the key family audience, we worked with Lookers to develop the mascot character Lucky the dog. Lucky provides a fun way to communicate with and entertain children while in the store environment, as well as providing a focus for internal engagement across the many divisions of the business.

  • "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."

    Heike O'Leary, Group Marketing Director, Lookers PLC

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