ABOUT

mfldirect is unlike any other source of used cars in the UK.

They sell on (and so help to fund) every car that comes through Britain’s Motability Scheme – some 250,000 cars a year, prepared and marketed to the used car trade.

Cleary then, a business with purpose, often a valued commodity in the B2B world.

But the more we got to know the audience, the clearer it became that, for under-pressure car dealers, mfldirect’s purpose had no bearing on their car sourcing choices. Value and efficiency mattered far more.

So rather than tell a Purpose story, we set out to tell the trade what they really needed to hear.

The brand identity we’d created for mfldirect in 2023, founded on the idea of ‘Direct’, gave us the perfect platform for a uniquely straight-talking comms campaign with two roles: position the new brand as a true partner for dealers; and tell them why mfldirect offers an unrivalled blend of quality, support and value.

HELLO BETTER effectively relaunched the brand, using a vibrant new two-colour brand palette and a whole fresh tone of voice. Eye-catching ‘more-is-better’ images carried stories of precisely why our client was a better choice for dealers - from their outstandingly user-friendly website (built by Bray Leino) to the simple USP of ‘no hidden fees’.

For a client that had previously invested next-to-nothing in brand advertising, the campaign was a revelation.