NCP is by far the best know car park brand but it is largely a functional knowledge without real distinctiveness. In a fragmented and undifferentiated market, we wanted to help drive customer understanding of the value of using NCP car parks. With an audience that is wide and varied, e.g. commuters, mums shopping, day-trippers – we used the insight that location, price and security are the top 3 things that customers look for in a car park.

Our new campaign presents NCP as a warm and friendly brand. We created unique illustrated characters whose angular features emulated the rectangular shapes of the car-park spaces, as well as the NCP logo itself. We use these characters to demonstrate the active care that NCP provide all their customers, as well as the benefits and services that NCP offers.

Coming to an NCP car park near you this spring/summer.