Positioning, voice, and messaging for JCT600
JCT600 — a £1bn+ turnover car retailer — had been in business for 75 years, but lacked an organising brand idea to build marketing and communications around.
Following stakeholder and customer interviews, along with cultural trend analysis, the new positioning was crystallised in the tagline “Car buying at your pace”.
Deliverables
Voice principles and guidelines
Voice workshops with in-house teams
New homepage copy
Brand video scripts and storyboards
Ad concepts and copy for social and display
