One of the UK’s largest automotive retail companies, Lookers grew further in 2015 through their acquisition of Benfield Motor Group in the North East. Benfield had built a strong radio and TV brand presence based on family values and customer service, and their tag line ‘Enjoy the Journey’. Our brief was to produce a series of transitional Radio Commercials that would establish Lookers as the new name for those dealerships while still offering the same customer focussed values.
Making the change from Benfield to Lookers needed to be a sensitive and consistent journey, providing a firm basis from which to move the enlarged brand to an even stronger position. We worked with their creative agency ‘The Works’ to produce commercials which introduced the new Lookers brand proposition ‘for you, for life’ as a natural evolution from the previous to the new. At the same time the new ads had a very different ‘feel’ to most of their competitors’ – and as a result, more standout on air.
The primary objectives were met when we composed and produced a bespoke piano and strings underscore to back a relaxed yet confident female voice. The pace and tone of the commercials was further enhanced by generously timed scripts. These factors combined to produce quite atypical motor retail commercials, in a style now being adopted by existing Lookers sites across the UK. As the campaign develops, we will continue to rework the music and voice choices to add variety and sustain the impact the commercials enjoy.
Group Marketing Director, Lookers