SsangYong has launched a new £1 million advertising campaign for its Korando SX which will feature on television focussing on its price led advantage in the market.
The new advert focusses on pitting the Korando against the Hyundai ix35, Mitsubishi ASX, Kia Sportage and Nissan Qashqai.
Customers are then prompted to compare the models against each other on www.ssangyonggb.co.uk/compare. The website does have a CO2 category comparison section, but it does not include actual CO2 g/km figures.
The campaign - which broke on ITV1 - will also feature on local radio and in regional press advertising.
It is being backed by an online campaign, and supported with dealer showroom point of sale material.
The campaign is running on a combination of national digital channels including Sky, and regional ITV where the emphasis is on Central, Anglia, Yorkshire, Wales & West, and Scotland, and includes Emmerdale and Coronation Street advert breaks.
Backed by a media spend of around £1 million, the campaign runs for three weeks during August and will reach 70% of ABC1 adults aged 45+.
Steve Gray, marketing and communications director of SsangYong Motor UK, said: “Broadcasting this message on television is a massive investment by us, but it makes absolute sense and further demonstrates our commitment to invest in the brand and support our growing network of dealers.
“The campaign is designed to stop the audience in their tracks, and communicates a simple message very powerfully.”
SsangYong says the commercial has been cleared by trade mark lawyers and the advertising authorities.