NEATH van broker Low Cost Vans has gone on TV with its first ever advertisement.
The campaign is being delivered via Sky’s AdSmart which enables brands to advertise on TV by focusing on the audiences that matter to them based on household make-up, lifestyle attributes, drive-time distance from HQ, and so on to maintain ad relevance.
It is part of Sky Media’s £2.5m SME Support Scheme to support businesses and get them back on track following the unparalleled disruption caused by COVID-19.
Rod Lloyd, managing director of 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.
Kate Johnson, head of marketing, added:
“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 actually 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.”
Low Cost Vans has been highly active in the past 12 months, launching First National Cars and First Electric Vehicles, the latter encouraging customers to switch to environmentally friendly electric vehicles when their leases are due for renewal.
The company has also added 10 new staff including a new analyst, a new head of marketing and a new director of compliance. Its growth plans now include the recruitment of around eight new members of staff to further boost its existing team.
Ralph Morton is the leading journalist in the leasing broker sector and editor of Broker News, the website which provides information and news for BVRLA-registered leasing brokers. He also writes extensively on the fleet and leasing market in both the UK and Europe.
