As a business that grows predominantly through acquisition, Lookers needed a robust and easy to rollout strategy and marketing toolkit to employ in 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 too. 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.