Motorpoint’s new television advertising campaign aired for the first time on Christmas Day, as the brand looks to drive growth by shining a light on the quality and customer-centric values that have made it the UK’s largest independent retailer of nearly new cars and vans across England, Scotland and Wales.
The new campaign, titled ‘There’s No Car Like a Motorpoint Car,’ is the first delivered by Motorpoint’s newly appointed brand communications agency, New Commercial Arts (NCA).
It tells the light-hearted story of the unexpected special treatment that a recently purchased Motorpoint car experiences on a visit to their local car wash and focuses on the outstanding quality that sits at the very heart of the Motorpoint brand.
The TV advert aired for the first time on ITV family entertainment in the 5pm-7pm slot. From there it will run across terrestrial channels ITV1, C4 and C5, plus a whole host of digital channels including ITV2, Dave, E4, Film4, Sky Sports, BT Sports, Sky Atlantic and Sky Comedy.
It also repeats Motorpoint’s central ‘Never Beaten on Price Promise’ proposition - in a move designed to reinforce consumer confidence in the brand’s quality and commitment to market-leading value-for-money.
Mark Carpenter, CEO of Motorpoint, said: “The launch of any new ad campaign is always exciting, but we are particularly thrilled with this one as we really feel it captures the essence of the Motorpoint difference, shining a light on quality, value, service and choice.
“We know that the cost-of-living crisis and rising inflation means consumers are thinking much more carefully about if, when and how to spend on big-ticket items like a new car.
“Our customer research highlights that quality and value remain the most important factors when customers are considering changing their car. Service and choice are also important considerations for customers who are thinking about their purchase options.”
Carpenter added: “As we move into our 25th year as a business we are now looking to the next phase of our evolution and growth and we will continue to open new stores, expand our digital footprint and strengthen our ecommerce customer buying experience. We’re delighted to have partnered with New Commercial Arts who will work with us to enhance our market leading position and help us stand out in a crowded and competitive market.”
Rachel Lloyd-Richards, Head of Brand at Motorpoint, added: “We’ve carried out extensive customer research and worked closely with NCA to create our new Above-the-Line campaign which will reach customers across multiple touch points across TV, digital marketing and radio as well as through our Motorpoint stores, website and social media.”
James Murphy, CEO at NCA said: “Motorpoint has built an incredibly successful business since 1998 and we’re looking forward to taking them to the next level. We were excited to be able to work with the team over the last 6 months to develop a new brand platform that highlights Motorpoint’s key values and strengths and a humorous campaign that brings this to life and demonstrates why ‘there’s no car like a Motorpoint car’.”