Ashes to ashes

We would like to think our recent campaign for GMAC RFC had been the catalyst for the resurgence of cricket as the nation’s favourite sport, but maybe it has more to do with Andrew ‘Freddie’ Flintoff and Kevin Pieterson. Still, it’s a mighty fine campaign.

To the general person in the street, GMAC RFC won’t be the most familiar of names. But just like Flintoff and Pieterson, it’s growing fast in popularity.

Actually a part of the global General Motors group (attention Ford motorcar lovers), GMAC is the 10th largest mortgage lender in the UK. But you won’t see a GMAC outlet on any high street -  it only provides financial services via independent mortgage advisors, a smart way to achieve greater benefit for the customer. 

Phoenix has looked after GMAC RFC’s advertising for four years now and the last two campaigns have, very successfully, featured sport as the creative focus. And we put some top spin on the current campaign by using cricket, which has run very nicely alongside the Ashes series, with a little help from our heroes Flintoff and Pieterson, of course. 

To create exactly the right images for the campaign, we set up our own cricket game…ahem…we mean photo shoot, and then carefully picked out classic cricketing terms to convey a tailored message from GMAC for each.

GMAC were so ‘bowled over’ by the theme (sorry couldn’t resist), they even developed an on-line cricket game which they used as a mailshot – the prize winner receiving tickets to the Ashes.