The campaign, which will include TV, online and outdoor activity, breaks today (7 June) and will run across the ITV and IDS networks. It has been created by Yorkshire based agency jda.
The company claims the campaign marks a step-change in its advertising strategy, driven by a fundamental change in consumer behaviour over the last two years.
The car supermarket offers has four sites in Northampton, Swindon, Cardiff and most recently Doncaster. It wants to increase web-traffic and open more sites to compete on a national basis by focusing on its core propositions of price, choice and quality, underpinned by their Lowest Price Guarantee.
The ad follows the story of “The Cart Shop” and the cart seller as he solves the cart dilemmas of the villagers. From the fair maiden looking for a cart on a budget to the Knight looking for a cart to entice the maidens and the Lord and Lady looking for a luxury cart.
An accompanying microsite plus a search and social media campaign supports the TV campaign.
The Car Shop’s group operations director, Jonathan Dunkley, adds: ” This was an idea that was just too good to ignore. We think it will win us a much wider audience, establish us as a national brand, drive our ambitions to open new sites and add to the industry awards and plaudits jda have already helped us to win.”