AM Online

Low Cost Vans unveils first TV advertising campaign

Rod Lloyd, managing director at Low Cost Vans, with some of his team

Low Cost Vans has launched its first-ever television advertising campaign thanks to Sky Media’s SME Support Scheme to help corovirus-impacted businesses.

The Neath-based commercial vehicle retailer has grown within the past 12 months, adding 10 staff - including an analyst, a new head of marketing and a new director of compliance - despite the impact of the COVID-19 coronavirus.

Rod Lloyd, managing director at Low Cost Vans, said: “The impact of the coronavirus on local areas in South Wales has been huge and we wanted to focus on this through our advert storytelling.

"Low Cost Vans never shut its doors, we just stayed reactive and determined to put a best foot forward to support new and existing customers nationally and in Wales by home working and offering solutions for aspects of our business.

“Our main message to customers is that we are open and operational. Sky AdSmart has allowed us to do this by tapping into our target market on TV, something we had never done before."

The automotive retail sector has seen some significant marketing campaign launches in recent months as businesses look to communicate their "open for business" status with customers.

Vertu Motors' Bristol Street Motors division now appears on TV screens as the sponsor of Channel 4's Formula One coverage, while new digital retailer Cazoo has announced the 2020/21 season sponsorship of Everton and Aston Villa football clubs.

The SME Support Scheme was launched by Sky Media to help the nation’s SME's get back on track through TV advertising following the disruption caused by coronavirus.

Due to the interest in the scheme, it was extended to a further 150 businesses providing a total investment of £2.5 million from Sky Media.

David Sanderson, director of AdSmart Local and Development at Sky Media, said: “SMEs have a voracious appetite for targeted TV advertising now.

“As lockdown eases more brands are returning to TV every day, and advertising via AdSmart allows companies to reach their target audiences and help establish a new form of business confidence.”

In early 2020, Low Cost Vans launched two new businesses: First National Cars, specialising in car leasing and First Electric Vehicles, to help encourage customers to switch to electric vehicles (EVs) when their leases are due for renewal.

The company's growth plans, include the recruitment of around eight new members to boost its existing team.

Kate Johnson, head of marketing at Low Cost Vans, said: “We were keen to pursue organic forms of marketing that suited the tone and tempo of the current climate. We found out about the SME Scheme and applied straight away, determined to win a spot on Sky.

“When we got the news we’d secured a place we got to work right on delivering an advert that spoke to our core market and told the story of the struggles that COVID-19 has caused for SME businesses, sole traders, communities and the like.

"We are overjoyed with the final product and the response we’ve had to our advert; we will definitely be using TV advertising in the future.”


The latest AM industry special issue

The presence of a powerful and active regulator in the marketplace, the Financial Conduct Authority, means there has never been the attention given to the critical driver of new and used car markets, point of sale finance and insurance. 

Plus, with the Consumer Duty soon to be introduced, no automotive manager can afford to relax - or not read our new special report.

The potential risks from failure are substantial. 

Legal experts and finance houses share their views in our Spotlight on Finance & Insurance.

Read now

Click here for digital marketing best practice and procurement insight

If you are not a registered user your comment will go to AM for approval before publishing. To avoid this requirement please register or login.

Login to comment


No comments have been made yet.