MotoNovo Finance: advert-body-2 by The Orchard Media & Events Group

New challenger brand findandfundmycar.com from MotoNovo Finance (MNF) launched in January 2018, with media and events specialists Orchard undertaking all aspects of brand development, from logo design, positioning as ‘feelgood car buying’ through to all advertising asset creation. Output included TV and radio commercials, as well as a huge range of digital and OOH formats to support the UK wide media campaign, also planned by Orchard.

As a challenger to well established competition in both retail and finance, the premise for the brand was to combine both elements of finding and funding. The agency learnt from focus groups that buyer journeys were complex and experiences varied so ‘feelgood car buying’ as a solution was created.

Logo design efficiently combined the magnifier glass and pound symbol to form the wheels of a car and colour coding to match the URL works to reinforce the message. Advertising saw the recruitment of the dealer’s own children. The body of the TV ad works to invoke the ‘feelgood’ positioning, while the animated end card works hard to convey another USP - free-type search. The ad features a re-sung version of Madness' Driving In My Car.