Brief Description: Based on research into customers dissatisfaction with dealer’s TV advertising aimed to show a company dispensing with dealer’s altogether. Campaign needed to overcome apathy, skepticism, and ignorance, offering instead a hassle free, direct, courteous experience. Most successful marquee launch since 1975. Silver prize winner. ---(TAGS)---Full Title: Daewoo: Advertising that builds strong customer relationships? That'll be the Daewoo; Number: 1996/103; Brand: Daewoo; Client: Daewoo Cars (UK Ltd); Product Category: Automotive (Motor cars); Agency: Duckworth Finn Grubb Waters; Author: Rachel Walker and Chris Forrest; Prize Winners: Silver: Integration with other marketing tools (Adworks ref: Advertising Works 9)