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VAUXHALL NETWORK Q AND COGENT CELEBRATE THE CAR RETAILER'S 20TH ANNIVERSARY WITH A NOSTALGIC TV SPOT...
AND TWENTY YEARS TOGETHER AS MARKETING PARTNERS.
Pioneering car retailer, Vauxhall Network Q is celebrating its 20th anniversary with a nostalgic TV commercial.
The 30 second spot, created by Cogent Elliott, features all the historic TV work the brand (and Cogent) have produced over the last two decades, showcasing the reassurances and guarantees that have become the cornerstone of Network Q’s offer.
Using beautiful vintage TVs, sourced from a network of enthusiasts and collectors, the commercial takes us through Network Q’s TV advertising portfolio from 1990 to today.
“The strengths of Network Q’s offer, to take the worry out of buying a used car, are as relevant today as when we launched. In fact, when we looked back at the archives there are many similarities to our life today, not least the buying behaviour of our customers.” commented Elliot Grace, Network Q’s Used Vehicle Communications Manager.
“Our desire to promote the added value our customers receive when buying with us, as opposed to just driving pricing messages, made us the first used car brand of our kind.”
Interestingly enough, it was Cogent that created the Network Q brand and launched it in 1990. Twenty years later, and in these days of bi-annual account reviews, procurement driving client/agency relationships and the average tenure for a marketing director being little more than two years, it’s testament to the deep understanding and enduring respect for each other that Network Q and Cogent Elliott are still an item.
Cogent’s Creative Director, Richard Payne, commented, “Many advertisers, like Lego, are going back to using their original ads, or to an original formula like Nescafe’s Gold Blend. But using an ad that features all the archived TV ads is pretty unique, more so when you think all those TV ads have been created by one shop. That’s a feat we’re pretty proud of.”