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Batteries for cars, vans, buses, trucks and other vehicles are often seen as a commodity purchase by the motor trade. The Tungstone brand's key message was one of choice and range. The sheer breadth of applications available meant that mechanics could be almost certain of finding the right battery for any vehicle they were likely to meet. The brief was to create an advertising campaign that would communicate the range message of the brand. Relatively low budgets meant that the execution had to be cheap to produce. It would also need to be capable of sustained exposure over a long period (up to several years) in the trade press. In addition, the creative work would need to comply with design guidelines stipulated by Hawker Siddeley Group, who owned the brand. The creative solution was to group together different types of battery that could form a headline. Simple, but effective. |
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