The Car People. The surprising power of being friendly.
To dissociate themselves from the inherent customer service stigma of the aggressive car supermarket sector, car retailer The Car People approached Propaganda in 2005 to build and drive awareness of their strong differentiated position.
Their approach was different: friendly where others were aggressive, building trust where others chased sales.
Over eight years, we devised and delivered marketing strategies to stimulate growth, all based on a credible and compelling proposition: ‘The hassle-free way to buy a car’.
When the market became increasingly crowded and competitive, our strategy and creative kept the brand focused on its core difference, using customer insight to inform ways to evolve and communicate it. This allowed the brand to stand firm and compete on more than just price.
This approach saw the business continue to outperform the market, and helped lead to its successful acquisition by Sytner, the UK’s largest franchised dealer.