Draftfcb/Lowe: Partner advertisements placed for Daihatsu
The Draftfcb/Lowe Group agency has created a new comprehensive brand identity for Ascar, the Swiss importer of Daihatsu. The campaign focuses on the car brand’s emotional appeal: Under the slogan «Daihatsu, single, looking for... ,» the compact Japanese cars are on the lookout for a partner for life. In collaboration with Future Connection, a website featuring an «online partner test» was also launched.
Each of the five models advertises with its own personality profile: the adventurous Terios, the family-friendly Sirion, the economical Cuore, the generous Materia and the sexy-trendy Copen. The aim is to differentiate the Daihatsu models in a recognizable way and give them an appealing face.
An integral part of the communication concept is the website developed by Draftfcb/Lowe Group together with Future Connection. "What type of Daihatsu are you?" is the message on Daihatsu.ch. Anyone who enters their individual preferences such as fashion style, favorite music or vacation dreams in the personality test will find out which Daihatsu model suits him or her best. And anyone who sends a text message with their favorite model will immediately receive the address of the nearest Daihatsu dealer.
The advertisements appear in national and regional newspapers and magazines throughout Switzerland. With a circulation of 1.9 million copies, the "Kompakt" magazine was distributed at the Geneva Motor Show and distributed as a supplement in national and regional newspapers. Throughout the year, additional partner search campaigns were carried out at dealerships. Online banners with a link to the online partner test were placed. In addition, sponsorship of the television program "Bauer, ledig, sucht... " on 3+ is ongoing.
An integral part of the communication concept is the website developed by Draftfcb/Lowe Group together with Future Connection. "What type of Daihatsu are you?" is the message on Daihatsu.ch. Anyone who enters their individual preferences such as fashion style, favorite music or vacation dreams in the personality test will find out which Daihatsu model suits him or her best. And anyone who sends a text message with their favorite model will immediately receive the address of the nearest Daihatsu dealer.
The advertisements appear in national and regional newspapers and magazines throughout Switzerland. With a circulation of 1.9 million copies, the "Kompakt" magazine was distributed at the Geneva Motor Show and distributed as a supplement in national and regional newspapers. Throughout the year, additional partner search campaigns were carried out at dealerships. Online banners with a link to the online partner test were placed. In addition, sponsorship of the television program "Bauer, ledig, sucht... " on 3+ is ongoing.
Responsible at Ascar: Roland Hüsser (CEO), Simon Widmer (Marketing). Responsible at Draftfcb/Lowe Group: Daniel Comte (Creative Director), Roy Spring (Concept/Text), Frédéric Nogier (Art Direction), Reto Saluz (Production), Christoph Bögli and Martin Rubli (Consulting), Catherine Purgly (Strategy), Daniel Tschanz and Robert Massé (Future Connection), Cornelia Harder (Overall responsibility).
