Agency: WCRS | Author: Simon Foster |
Rover Chemistry: Making 'Special Edition' Car Advertising, Special
As car models grow older, manufacturers bring out Special Editions, with extra features over and above their normal model spec and often at lower prices. The aim for manufacturers is to counter buyers' fatigue with older models and make them once more attractive against newer competitive models. Rover, in early 1999, was hoping to achieve this on two models the Rover 200 and the Rover 400 which were due for replacement the following year.
THE TREBLY DIFFICULT TASK FOR ROVER
There were...