When Inchcape tasked us with creating a video campaign for the launch of the KGM Torres, we saw an opportunity to create something truly unique. Instead of taking the traditional route of a vehicle-focused campaign, we pitched the idea of putting Inchcape’s people—its local sales and finance team—at the forefront.

By showcasing the faces behind the brand, we aimed to create a campaign that felt approachable, authentic, and relatable, connecting with customers on a human level while introducing them to the impressive new Torres.

 

Our Vision for the Campaign

We recognised that buying a car is a deeply personal experience, and trust is key. Advertising a car is something unique and requires something different to advertising a service or FMCG product. Our idea was to highlight the expertise and friendly nature of KGM team, showing potential customers that the people behind the KGM Torres were just as impressive and approachable as the car itself.

 

From Concept to Creation

Our team developed the entire concept from the ground up, taking charge of every step to deliver a campaign that was as polished as it was personal:

• Human-Centric Strategy: We proposed the idea of focusing on the sales and finance staff to make the campaign feel more relatable and community-oriented.

• Scriptwriting with Personality: We created scripts that allowed the team’s authentic voices to shine through while seamlessly incorporating the key features of the KGM Torres.

• On-Site Filming: We chose to film the staff in their day-to-day environment to build trust and showcase their natural interactions with customers and the vehicle.

 

The Production Process

From start to finish, we ensured that the campaign reflected our creative vision:

• Team Coaching: To help the staff feel confident and at ease on camera, we provided guidance throughout the filming process.

• Capturing Genuine Moments: We focused on natural, candid shots that highlighted the team’s enthusiasm and expertise, ensuring the final video felt authentic.

• Professional Editing: Our editing team struck the perfect balance, blending polished visuals of the KGM Torres with the warmth and friendliness of the staff.

 

Why It Worked

The campaign succeeded because it stood out. Instead of delivering a standard car ad, we created a video that prioritised connection and trust, turning the spotlight on the people who make KGM exceptional. Customers could see the team’s passion and dedication, making the process of buying a KGM Torres feel personal and welcoming.

 

Let’s Create Something Different

At our agency, we believe the best ideas come from fresh perspectives. If you’re ready for a marketing approach that breaks the mould and connects with your audience on a deeper level, we’d love to help.

Let’s make your story unforgettable.

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We do things differently at Squid, creating brands and experiences which evolve the way businesses are seen. We are based in Auckland, offering digital marketing, web design, web development, branding and content marketing across NZ and Australia

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