SSANGYONG BACK ON TV WITH PRICE-LED AD. CAMPAIGN FOR KORANDO SX
Following the success of its first TV advertising campaign earlier this year, SsangYong Motor UK is putting further marketing investment behind the new Korando crossover, and specifically its recently launched SX model.
At just £18,795, the Korando SX is the lowest priced 4x4 crossover in the C-segment. Equipped with a Torque on Demand all wheel drive system and cleaner 149ps 2.0 litre engine, the car has more pulling power than its competitors, features a 2 tonne towing capability and is backed by a 5 year limitless mileage warranty.
The car’s highly competitive pricing is the thrust of the campaign, and unashamedly invites customers considering cars from other brands to look seriously at SsangYong. The campaign - which broke on ITV1 yesterday (Monday 6th August) - will also feature on local radio and in regional press advertising. It is being backed by an intensive online campaign, and supported with dealer showroom point of sale material.
The campaign is running on a combination of national digital channels including Sky, and regional ITV where the emphasis is on Central, Anglia, Yorkshire, Wales & West, and Scotland, and includes Emmerdale and Coronation Street ad. breaks.
Backed by a media spend of around £1 million, the campaign runs for three weeks during August and will reach 70% of ABC1 adults aged 45+.
“Whichever model you choose, the Korando offers a huge price advantage over its nearest direct competitors, saving from £2,805 to nearly £6,000 in one case,” says Steve Gray, marketing and communications director of SsangYong Motor UK. “Broadcasting this message on television is a massive investment by us, but it makes absolute sense and further demonstrates our commitment to invest in the brand and support our growing network of dealers.
“The campaign is designed to stop the audience in their tracks, and communicates a simple message very powerfully.”
The commercial, which was carefully scrutinised and cleared by trade mark lawyers and the advertising authorities, was produced for SsangYong Motor UK by Kindred with media buying by Goodstuff. It can be viewed on YouTube: http://www.youtube.com/watch?v=Ikw01jJTrm4