Pictured above: Holdcroft Honda campaign
How to make car salesman appealing is the latest challenge for
innovative advertising agency Grisdale Lesniak Swann.
Just 15 per cent of Europeans trust car sales staff according to
a recent survey - with only politicians ranking lower.
But Alex Swann is challenging public perceptions by appealing to
the public to learn to love their local car dealer.
"The Government told us to 'hug a hoody' now we are asking the
people of Staffordshire and Cheshire to cuddle a car dealer," said
Alex whose West Midlands agency has teamed up with regional
dealership Holdcroft Honda.
Grisdale Lesniak Swann has come up with an imaginative campaign
to show car salesmen have a human face. The agency won a pitch for
the Honda and Holdcroft contract against agencies from across the
UK, including London.
"We focus on the sales staff at home, walking their dogs or
pottering in the garden," explained Alex.
"When people talk about car sales staff they say things like Joe
is ok because I know him but I wouldn't trust most of them as far
as - could throw them.
"Our campaign is about making "Joe" the norm. Showing the staff
going to football or mowing the lawn transforms them from one of
them to one of us."
"Our campaign asks people to focus on the real person behind the
salesmen and women and help them be a bit better understood. We've
managed that through our print and internet campaign and Holdcroft
are delighted with the results."
The campaign's quest to transform public perceptions fit
perfectly with Honda's own environmental initiatives and ongoing,
'Do it' campaign, which is aimed at encouraging greater community
links to the salesrooms via voluntary work and clean up
projects.
"This campaign has been very exciting for all at Grisdale,
Lesniak, Swann and we are delighted to be working with Honda in an
ambitiously creative way."
"We fully intend to continue pursuing interesting and innovative
advertising styles and will enjoy the continued growth of this
relationship with Honda and Holdcroft."