Preference Choice Publication

Latest cinch campaign debuts new brand platform for online car marketplace

David Murphy

Online car marketplace cinch has launched its latest brand campaign across TV, display, social and radio.

The campaign is the first creative work from VCCP London, cinch’s full service UK partner agency, since winning the business in August 2021 and unveils a new strategic direction for the brand. The film premiered over the weekend with premium spots during England’s World Cup qualifying match, Celebrity Catchphrase and new drama, Angela Black. It will continue with spots during The Great British Bake Off next week and 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’ – when you’ve absolutely nailed it.

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. It 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 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. 

“Purchasing a car is a big decision,” said Amy Townsend, Senior Marketing Director at cinch. “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.”