- cinch, the largest online B2C marketplace for car purchases in the UK, returns with a new brand campaign which cements cinch as the trusted place to purchase a car
- The integrated campaign is the first work by VCCP London since winning the business in August 2021
- The creative taps iconic celebrities including brand ambassador and TV personality Rylan and TV chef Gino D’Acampo in the first of three films
cinch, the UK’s fastest-growing online car marketplace is back with a new brand campaign, proving that cinch is the trusted marketplace to purchase a car with complete confidence. The integrated campaign is the first creative work from VCCP London, cinch’s full service UK partner agency, since winning the business in August 2021 and today premieres the first of three films revealing a new strategic direction for the brand. The film will premiere this weekend with premium spots during the England match, Celebrity Catchphrase and new drama Angela Black. It will continue with special spots during The Great British Bake Off next week as well as an ambitious transmission schedule across ITV, Channel 4 and SKY in the coming months.
The campaign debuts the new brand platform ‘Don’t just nail it, cinch it,’ which aims to position cinch as the only place to buy a car with absolute certainty. Centred around the feeling of when everything comes together perfectly, the new campaign strapline hooks onto moments when you ‘cinch it’, and that’s when you’ve absolutely nailed it in spectacular fashion.
The debut national TV spot “Meal” features iconic TV personalities including cinch brand ambassador Rylan who leads the charge, as well as a light-hearted cameo from TV chef and restaurant owner Gino D’Acampo, and serve as the perfect vehicle to land the certainty you feel when choosing a car with cinch.
The 30” film, directed by celebrated English filmmaker Peter Cattaneo, features a character called Frank who is on the cusp of pulling off a spectacular romantic meal for his partner, having ostensibly prepared it with love himself. As the viewer ultimately finds out, the meal has in fact been prepared (almost) in secret by none other than Gino D’Acampo. The light-hearted film seeks to deliver the sentiment that you’re not just buying a car online, you’re absolutely cinching it. By connecting the purchase of a car online, to the success of an unusually spectacular date night, cinch aims to show customers just how easy it is to buy your new car in equally reliable, certain, and spectacular fashion.
Despite launching only a year ago, cinch is currently generating annualised sales of over 70,000 vehicles with its promise to take the faff out of buying, changing and owning a car, entirely online. Its c. 30 million website visitors a year can buy a quality-checked used car, with part exchange and financing options and have it delivered straight to their home. cinch also offers their customers worry-free motoring with cinchCare offering a lifetime warranty, routine servicing and roadside assistance, free delivery and a 14-day money-back guarantee.
Amy Townsend, Senior Marketing Director at cinch said: “Purchasing a car is a big decision. With our new creative platform ‘Don’t just nail it, cinch it’ it was important that we delivered the true personality and experience of cinch, providing certainty that online car buying really can be an easy way to make your next car purchase. We want to show Britain’s car buyers they can be confident cinch understands what they need from their car and the experience of buying it. VCCP have been the perfect strategic and creative partner since we appointed them just a few short months ago. We’ve collaborated closely to bring to market outstanding new creative and we are excited to unveil to the nation even more brilliant and charming moments of cinching it in the year to come”
Mark Orbine, Executive Creative Director added: “We don’t underestimate how daunting purchasing a car can be, and with the cinch model it was crucial that we not only delivered this ethos in our creative, but that we also did this in a manner that would appeal to car owners across the UK… with a touch of good, old fashioned humour. Working with iconic celebs, children, 4 locations, stunts and not to mention fluctuating weather conditions was challenging to say the least but it was all just how we wanted it! We hope the new campaign puts a smile on people’s faces when they see the work and remember … ‘Don’t just nail it, cinch it!”
‘Don’t just nail it, cinch it’ will run in the UK from today across TV, Radio, Social and Display. Media has been planned and executed by Mediacom.