News

Story featured in Revolution - 22 October 2007

Car supermarket chain The Car People has shifted its emphasis to online, launching a major new

interactive focus. Leeds-based agency Propaganda is re-engineering and redesigning the group's web service ( www.thecarpeople.co.uk ), and will handle the brand's first serious online advertising programme.

The push is timed to support the group's expansion with a new superstore opening in Sheffield.

'We knew the web site was an important tool for us, but Propaganda's research and insight has led us to understand just how important online is for our future marketing, customer service and sales targets,' said Jonathan Allbones, marketing director at The Car People.

Propaganda plans to roll out functions and services that aim to bring The Car People's brand values to life online. These include authorised reviews for all major makes and models, online finance applications, car comparison tools and a 'myshowroom' area that allows customers to save the cars they find to review with others.

A major online advertising push is set to involve rich media, brand ad formats, retargeting creative and keywords. The aim is to integrate with the above the line from a brand perspective and deliver fresh leads.

Darren Navier, interactive director at Propaganda, said: 'We are getting the online side right, now we need to look at areas such as mobile, interactive TV and digital outdoor and how these can be used to deliver hassle-free car buying to the widest audience.'