This advert just goes to show that there is still a place for annoying repetition in advertising. This ad is bound to have high recall. No doubt it drives all but a few viewers up the wall, but the second someone is looking for a bit of cash for a new car, they will be the first to visit their site in search of a quote. No need for explanation, the company does exactly what it says in their URL, which might seem like good branding… However…
The problem they now face is that there are a lot of copycat sites with similar sounding URL’s, e.g. ‘webuyanycars’ and ‘wewillbuyyourcar’. So when you search them online you are presented with a host of –mostly – identical sites. Which is not good for business.
This presents them with two options, (1) Keep pumping the repetition across media platforms and hope consumers recognise the subtle difference in company name, or, (2) look to develop something more tangible that differentiates them from competitors - perhaps in the same vein comparison websites have begun to use characters.
