Lookers Group
Having worked with Lookers, the UKs 2nd largest motor retail group, for many years the chance to carry out a brand repositioning was a great opportunity. They wanted a proposition that was offer driven (excuse the pun) but had depth to it. The new proposition of ‘A good deal. Better’ does just that. It alludes to value and the transactional aspect of the business, but the addition of ‘better’ allows for the ‘why’ to be explained in a more emotive way. Lookers is a good deal better because of the ‘pillars’ of the brand defined as range, experience and expertise.
The launch campaign to introduce the new proposition centred on the concept of choice. Putting the customer at the centre of the process, in control of everything. The creative looks to align buying a vehicle to other everyday transactions like buying a coffee or ordering some food. Visuals and language are stolen from advertising for things like mobile phones and familiar to the customer.
