SsangYong briefed us to launch the Kyron into the UK market. Our main aim was to target 4x4 enthusiasts convincing them that SsangYong was a brand worth considering, Kyron was a monster of a car and a test drive was a must. Research had shown that dealers had a 90% conversion rate from test drive to purchase on previous models and we wanted to take advantage of this. With a relatively small budget in comparison to those of it’s competitors we couldn’t afford to shoot the car on location so we based the entire campaign on striking, bold illustrated backgrounds which allowed us to stay within the budget by shooting the cars in a studio. With the core positioning of ‘experts in 4x4’ and the headline ‘Beast in class’, this national, through the line campaign ensured test drive centres were booked up for months. Read Less