Pink Cars launch
A successful motor retailer identified a gap in the market offering 17 – 30 year old females a ‘drive and go’ package on cars which included a brand new vehicle, servicing and insurance.
Audience Insight
Recently-qualified female drivers often encountered ‘vehicular rivalry’ with male siblings and male friends. Whilst the guys were interested in buying a banger and doing up their cars, all the girls wanted was something reliable, stylish and with a CD player. However, they find the whole area of car purchase, dealers and insurance very low engagement – especially the pages and pages of listings to be found in the likes of AutoTrader and the local press.
The Big Idea
To play up to the male/female rivalry of car ownership amongst young people – and highlight the fact that this was a female-only product – we came up with the proposition ‘A deal so good, even the boys want it.’
The Execution
We created a brand marque and style that deliberately avoided the testosterone-loaded feel of many car retailers, opting instead for a female-inspired approach that communicated the fun of car ownership.
This led into a campaign which featured lads so desperate to get this great car deal, they got dragged up to qualify (the guys were actually members of prego* staff). In addition, we shot a low-budget viral film which aired on the likes of YouTube, and garnered lots of high profile PR.
