Drover, the car subscription service aiming to disrupt the UK automotive marketplace, has launched its first TV advertising campaign with media agency Guerillascope.
Devised to reach professionals, millennials and car enthusiasts, the targeted strategy will see the brand feature across ITV Breakfast, Channel 4 London, Discovery, Turbo and DMAX over the next month. Two 30-second creatives – produced by Studio 90 – are scheduled to air throughout the campaign.
Drover’s platform - joindrover.com - enables users to own a new or used car on a flexible, monthly subscription basis, covering the entire cost of car ownership, i.e. the cost of the car, insurance, maintenance, servicing, taxes and breakdown cover. Users can cancel at any time, or switch their car monthly, with no additional cost.
Commenting on the launch of the campaign, Matt Seakins, head of marketing at Drover, said: "Drover car subscriptions are intended to challenge traditional car ownership by providing a flexible and price transparent way to get a car online. With 79% of all UK households owning a car, we're looking forward to using the broad reach of TV to amplify the brand and product.
"As a new brand to market in a completely new category, it's important for us to use a medium where we have the time to educate the audience about car subscriptions. TV gives us a canvas to tell our story that can be difficult to find with digital advertising alone."
Alexa Buckler, brand manager at Guerillascope, added: “As an agency that thrives on working with disruptive, forward-thinking brands, we were delighted to team up with Drover. The brand has shown real ambition and belief in bringing its product to TV at such an early stage in its existence – we believe this jump-start approach can be hugely effective for fully formed newcomers to any market.”
Guerillascope is an independent media planning and buying agency, based in London.