MG Rover Group launches its new advertising for Rover this week, targeting a discerning, affluent audience.
It is the first work from St Luke’s since the agency was awarded the business and marks a return to Rover’s focus on product quality and design heritage.
The press and radio campaign features Rover’s new ‘Leather as Standard’ proposition, whereby all 2005 Rover 25 and Rover 45 models come with leather upholstery as part of the standard package.
This campaign principally targets ‘empty nesters’ who are taking advantage of their freedom to choose the kind of life they want to live. This is reflected in the new end line: “Rover – Your Space” which features in both the press and radio ads.
137201-a-mgr-.jpgThe press campaign, which will appear in national newspapers, Sunday supplements and consumer magazines, uses the values of the marque to create an up-market, aspirational feel to the ads. The photography, together with the strong black and red colour theme signals a renewed sense of sophistication.
Two 40-second radio ads support the leather proposition with a sensual but humorous approach. The first, ‘Aromatherapy’, plays with the smell of leather, whilst the second, ‘Cloth’, examines the differences between the look, feel and durability of leather upholstery and that of cloth.
Steve Robertson, director marketing and product services at MG Rover Group, says of the new ads: “This campaign illustrates the value that Rover is putting back into our products. By offering leather as standard on Rover 25 and 45 we are creating a unique proposition which will appeal to our target audience.”
Neil Henderson, joint MD of St Luke’s adds: “We’ve gone back to the brand’s roots and picked up on the quality, style and attention to detail that Rover is rightly proud of.”