ABOUT

Objective
Travall is the new own brand auto accessories division of ASG Group Limited, a large midlands based engineering company who have for many years been Land Rovers official aftermarket partner. Travall’s Commercial Manager Paul Rowden wanted to create a collaboration with WDA to bring in fresh ideas working alongside his own in-house production team comprising web coders, designers and artworkers.

Strategise
WDA have created a brand which focusses very much on the lifestyle its products facilitate, rather than how they function. As they say, “Life is a journey, not a destination” and, if life is a journey, it makes sense to focus on the enjoyment the customer can get out of it. Lots of Travall’s products are quite utilitarian, many are safety orientated. Whilst many drivers will understand the sense in investing in such products, they are not always strongly desired being more a ‘head’ than ‘heart’ purchase. Dog guards for example are effectively steel cages for dogs, designed to protect the interior of a vehicle and preserve the safety of both occupants and animals in the event of a collision. Instead of focussing on these things we emphasise the scenarios the guard enables – Dog and owner enjoying the countryside, having both arrived safe and sound, the pet relaxed and fresh; the vehicle clean and tidy.

Create and Engage
As a global e-tailer, was entering a fiercely competitive marketplace as an unknown brand, with unknown (and in some cases premium priced) products. With 95% of site visits expected to be generated through search, the audience majority would have little prior exposure to marketing communications (especially those outside the UK). This meant potential customers would be browsing multiple competitor sites trying to compare (mostly incomparable) products and prices before making a purchasing decision. Therefore a strongly differentiated positioning was critical in justifying the higher pricing, and in creating instant value in the Travall brand. The resultant clean and distinctive visual representation and use of lifestyle photography to convey the net user benefits of Travall’s products has been followed through a range of promotional and packaging materials. With imminent plans to offer Travall as a complete aftermarket system through franchised dealer groups, the brand is set to become visible meaning in store promotional materials.

Monitor
The updated Travall branding and new website have only recently been launched onto the market, however early signs indicate that both are being well received. Good for Travall, nice for WDA – great for dogs!