Cogent

Coventry

SPOTiCAR - UK Launch Campaign

Brief

SPOTiCAR is a groundbreaking new dealership brand from Stellantis - the first multi-brand, manufacturer approved used vehicle dealership brand, in fact. Our job was to help launch it in the UK.

Challenge

SPOTiCAR brought together approved used Vauxhalls, Peugeots, Citroens and DSs under one roof. Each of them already had its own, well established approved used programme in the UK. As well as helping UK dealers and car buyers understand that this was the new home for all of them, we had to launch with a campaign that gave SPOTiCAR meaning in the UK. At the same time, other shiny new used car brands were appearing all over the place, with pearly-toothed celebrity ambassadors. All of that meant SPOTiCAR had to shout about why it was unique. Luckily, hidden in the boot were bags full of experience and a USP – the big difference between manufacturer approved used cars and just plain old used.

Solution

In Europe, nobody had made sense of the new name yet or tied it to the brand’s proposition. So we developed ‘SPOT iT. DRIVE iT. LOVE iT.’ – a launch campaign for the UK market that would pop up on TV, radio, print, digital and social. Those three simple lines bring the joy of car ownership to life and flip the focus onto what SPOTiCAR can do for its customers. It turns out that sentiment slotted effortlessly into comms and the brand’s key benefits neatly fit underneath too. Now, SPOTiCAR is well on its journey to becoming a familiar face and a reliable choice for more than reliable cars.

“The launch uniquely brings together several established and well-loved automotive marques under an exciting new brand. We needed a creative partner who could combine experience launching category-defining new brands, with a fresh approach that will help SPOTiCAR to flourish in a sector that is evolving rapidly.”

Nick Richards, Used Vehicles Operations Director

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SPOTiCAR - UK launch campaign

SPOTiCAR is a groundbreaking new dealership brand from Stellantis - the first multi-brand, manufacturer approved used vehicle dealership brand, in fact. Our job was to help launch it in the UK.

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Cogent

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