Drover, the car subscription service that’s shaking up the automotive market, has launched a new TV campaign with 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.
Moving away steep upfront payments, and hours spent in dealership waiting rooms, Drover’s platform enables users to own a new or used car on a flexible, monthly subscription basis. With an all-inclusive monthly subscription price, Drover rolls the entire cost of car ownership into one fee, including the cost of the car, insurance, maintenance, servicing, taxes and breakdown cover, and makes it available as an online offer on joindrover.com. Users can cancel anytime, 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.”