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By Michael Feeley, Founder and chief exec

April 11, 2016 | 2 min read

ATS Euromaster has unveiled a new series of idents to support its sponsorship of the new celebrity motor racing TV series, Drive, on ITV.

The sponsorship idents, created by Chapter in collaborations with ITN Productions, humourously dramatise the theme of ‘Nicely handled’ – with what initially appear to be major customer dramas actually being everyday problems that the ATS Euromaster team solve in a friendly and reassuring way.

Keith Hendry, head of retail marketing at ATS Euromaster, said: “The Drive sponsorship represents an amazing opportunity for ATS Euromaster. It’s the first time we’ve been on TV for quite some time and it was important that we found a sponsorship that was relevant but also allowed us to get across the values that make us a better tyre and vehicle maintenance provider for our customers all round. We do things with honesty and are proud of the level of expertise our technicians offer in all of our centres across the country. These idents are a great reminder to our staff and customers that we’re here all year round making sure they’re vehicles are safe and sound so that they can drive with peace of mind.”

Ricky Neault, director at Chapter, said of the campaign: “We really wanted to get across that there’s something different about ATS Euromaster. When you walk into a centre you feel a warmth and reassurance that’s refreshing in a sector where consumer confidence is lacking. This has been a very close collaboration and ITN Productions have brought high quality production values to the idents. This will be the first of many projects to raise ATS Euromaster’s brand awareness.”

Chapter is part of The Mission Marketing Group and works with clients including Nissan, Crowdcube, Virgin Trains, Yardley London, Whitworths and Topps Tiles.