Propaganda, the Leeds-based integrated agency, has won the &£2m advertising account for new- and used-car supermarket The Car People.
The agency previously worked with the company on a series of projects, and has been handed the account on a retained basis without having to pitch.
It will create a series of TV ads that address the negative experiences people have had in a sector that traditionally has a bad reputation for service and after-sales care.
The first ad breaks tomorrow (Thursday), and will promote car supermarkets as an alternative way of buying a car. The company says it aims to replicate the quality of service that consumers expect from other retailers.
The TV ads will be supported by an integrated campaign, which includes press, radio, in-store and online activity, breaking on August 7. MediaVest in Leeds was responsible for media planning and buying.
The Car People’s sales and marketing director Jonathan Allbones says: “The ads are about showing a transparent business built around the customer experience, and one that actually delivers on its promise. We want to show that we’re not like all the others.”
The Car People has showrooms in Wakefield, Yorkshire, and Manchester, with more than 750 cars in each. The company’s strapline is: “No hard sell. No hassle. No hurry”.