The firm has just launched the SX version of the Korando – it’s the lowest priced 4×4 crossover in the C-segment, features a two-tonne towing capability and is backed by a five-year limitless mileage warranty.
The car’s pricing is the thrust of the campaign, and invites customers considering cars from other brands to look seriously at SsangYong.
The campaign – which broke on ITV1 yesterday – will also feature on local radio and in regional press advertising. It is being backed by an intensive online campaign, and supported with dealer showroom point of sale material.
The campaign is running on a combination of national digital channels including Sky, and regional ITV where the emphasis is on Central, Anglia, Yorkshire, Wales & West, and Scotland, and includes Emmerdale and Coronation Street ad. breaks.
Backed by a media spend of around £1m, the campaign runs for three weeks during August and will reach 70 per cent of ABC1 adults aged 45+.
Steve Gray, marketing and communications director of SsangYong Motor UK, said: ‘Broadcasting this message on television is a massive investment by us, but it makes absolute sense and further demonstrates our commitment to invest in the brand and support our growing network of dealers.
‘The campaign is designed to stop the audience in their tracks, and communicates a simple message very powerfully.’