As Cycle & Carriage celebrates its 120th anniversary this year, it unveiled its brand promise “Exceptional Journey” for the Singapore market. Speaking to Marketing, a spokesperson said that the core of the new brand is Cycle & Carriage’s passion to create “extraordinary” experiences for people, its customers, partners and employees.
The brand is working with independent agency Formul8 for its overall campaign, while Wild Advertising handles the official Facebook page. Meanwhile, media buying is handled by Havas. According to the spokesperson, consumers today are looking for more than a great product, but seeking a brand that they can identify with. As such working with independent agency Formul8 for its overall campaign, and Wild Advertising for social media, the team at Cycle & Carriage wants to “inspire” its customers to do more, to create meaningful experiences and their own exceptional journeys, with the car that they purchase.
The brand promise “Exceptional Journeys” looks to focus on delivering quality products and services, and to enhance the experience for the people and customers that Cycle & Carriage engages with. The campaign will run from 10 January until 30 November 2019 this year. The campaign will be advertised through-the-line, as it was launched with an OOH at the recent Singapore Motorshow. This includes façade banners, traffic bollard decals, lift lobby decals and digital screens. He added that there was ads running in the The Straits Times, with a half cover wrap on 11 January 2019. Media buying will be handled by Havas Media Singapore.
The spokesperson said that these were supported by social media content, as well as below-the-line publicity at point-of-sale and via email blasts to customers. The campaign will continue to be carried through-the-line, where the brand will leverage all marquees to carry the anniversary promotion in its press ads, distribute limited edition car decals at roadshows, showrooms, service centres and raise awareness through customer appreciation events throughout the year.
He added that there will be retail promotions running in conjunction with the anniversary campaign. The spokesperson also said that the brand has commissioned a research to measure awareness and perception of the Cycle & Carriage brand, as well as campaign roll-out efforts.