PETER VARDY
Sonic Identity
Sonic Identity
Peter Vardy is one of Scotland’s most successful multi-site motor dealerships, offering a range of new volume marques, prestige models, and a nationwide used car brand called Peter Vardy Carz. Since its formation in 2006, Peter Vardy has always made Radio one of its major ways of reaching new and existing customers – with the challenge of remaining fresh and relevant in a rapidly changing marketplace.
With the legacy challenges of restricted new and used vehicle supply, plus the effect of ever-tightening household budgets, our brief was to ‘create more standout with less investment than some of our competitors’. As part of this brief, the client also expressed a desire to recognise the very Scottish nature of their business, and the fact that it had a fun, youthful outlook that set it apart from other dealer groups. We created a suite of ads that answered the brief, and also allowed the creative to carry finance and value-led offers. No mean feat!
From the outset we also conveyed the importance of building an enduring brand with an audio identity which runs through everything the client does. This Sonic Identity couldn’t be ‘boring’ or ‘magnolia’ or even ‘safe’ – as it needed to encapsulate all the elements of the brief, and be relevant whatever creative direction the copy/production might take in the future.
By featuring a very young Scottish child’s voice, with a lower-level melody underscore, the Sonic can sit perfectly (and noticeably!) at the end of all Peter Vardy’s radio ads, tv commercials, social videos, and internal comms. It says youth, family, fun, Scotland - and through repeated use, instant recognition. All the things the client wanted.
‘Radio plays a huge part in our marketing activity, and the team at Get Carter Productions really understands how to make it work as a medium.
It’s a constant challenge to stand out, and make people aware of all the different aspects of our business.
The new Sonic Identity allows us to use a range of creative solutions across radio, TV and social media – and every time we use it we’re building on our brand presence and perceived share of voice.’
Peter Vardy
CEO, Peter Vardy Global Automotive
