Proton Cars (UK) has appointed advertising and design company Zinc Advertising to produce its first ever mainstream television advertising campaign. The coverage will focus on Proton’s first five door city car, the Savvy, and its five door family hatchback, the Proton GEN-2.
Simon Park, General Sales and Marketing Manager commented, ‘We felt that Zinc met the objectives in our creative brief by demonstrating an innovative and creative approach to the advertising campaign. Our aim is to increase credibility, brand and product awareness with our £1.5 million integrated marketing campaign, which includes television, outdoor poster sites and regional press.’
Zinc’s creative will also be used for Proton’s outdoor poster sites and dealer advertising.
Proton’s incumbent marketing agency, Marketing Matters will continue its longstanding relationship with Proton Cars by providing all of the direct marketing, web development and PR throughout the campaign. Media planning and buying will be undertaken by The Coltman Media Company.
Proton UK’s first ever television campaign will be key to the marketing strategy and will be launched on all ITV channels from 6 February 2006.Published 14 January 2006