Selling to families or selling steel
If you Google “buy a car” you quickly find that you are wandering through acres of vehicles. There are pictures of sleek, shiny cars. Cars with prices. Lots of muted colors. Close-ups. Now if you happen to be interested in cars these images are engaging but for many drivers they elicit the same feelings as being stuck in a traffic jam on the 401 on a Friday afternoon.
Nonetheless vehicles are an important part of our lives. We spend a lot of our time in them and they are where families bond and go places together.
This is the insight behind the new brand campaign for Sisley. The resulting creative does not feature a car – a departure which is virtually unprecedented in the industry. It reflects the experience of buying a car at Sisley and the dealership’s history. It also reflects Hugh Sisley’s approach in the industry, which is to be a leader.