Campaign reinforces Daihatsu’s Japanese credentials

Car maker Daihatsu is underlining its Japanese credentials in a Manga-inspired campaign for its Charade and Sirion models.

Walsh Trott Chick Smith has created the campaign, thought to be worth &£3m, which will appear in national press and magazines at the end of March. It is the first burst of activity under the Tales of the Unexpected theme, with work to promote Daihatsu’s Terios 4×4 range running across all media running at a later date.

The campaign aims to reinforce Daihatsu’s Japanese credentials and communicate “surprising” facts, such as that the car company guarantees all its cars are built in Japan – unlike many other manufacturers in its home market.

It will be supported with work on the Web, direct marketing, customer relationship management and through its network of dealers. Media planning and buying is through Feather Brooksbank.

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