Isuzu has engaged BJL to create a campaign driving sales and awareness of its new D-Max model.
The creative, advertising and communications agency has used the model’s improved pulling power as the central focus for the campaign targeting the brand’s core loyal customer base amongst the farming and construction communities.
A tow weight of 3.5 tonnes features in the ad alongside leading lines ‘Better get a tougher tow rope’ and ‘Make light work of 3.5 tonnes’ to convey the brand’s core themes and product attributes of strength, dependability and toughness.
“Fans of the D-Max aren’t looking to be dazzled with advertising bells and whistles; they simply want to know their choice of pick-up can deliver on its promises. BJL’s latest campaign revolves around the reliability and strength that have long been associated with Isuzu and the D-Max range and we hope new and existing fans of the vehicle will respond to those brand pledges,” commented Haydn Davies, group marketing director at International Motors.
The two month campaign will run from this week and features press ads across titles such as The Sun and Daily Mirror. A digital campaign will run in tandem on the likes of Autotrader.
Of the campaign, BJL creative director Tom Richards said: “As the new D-Max can now tow 3.5 tonnes, so we’ve majored on that product attribute and kept the advertising dead simple to help cut though. To give the creative weight, the creative team did just that and made the headlines out of girders, wood and concrete. I just hope people are wearing steel toe-capped boots when reading their paper.”