Campaign details

Brand: Al Tayer Motors
Brand owner: Al Tayer Motors
Agency: FP7 McCann Dubai
Country: United Arab Emirates
Industries: Automotive industry (general)
Media channels: Email marketing, Events & experiential, Websites & microsites
Budget: Up to 500k

Executive summary

When it comes to cars, people want the best deal. And online platforms have empowered shoppers to find that deal before setting foot in a car dealership. This means that people are hugely brand-agnostic when it comes to who they buy their car from. And that means a brand like Al Tayer Motors will always struggle to cut through, unless it offers the lowest prices.

However, where it does stand out is in its servicing: it treats service as a craft, and its workforce as artists. And that makes for a powerful and distinctive story.