the Challenge

National Capital Motors engaged Agency 9 to redevelop their brand positioning to prepare the business for its new direction and leadership.

They wanted to stand out from their large number of competitors and lay the foundations for a number of new brand launches that were going to roll out over the next 24 months.

The Solution

We conducted survey research to find out what the Canberra community liked and didn’t like about local car dealers. The findings challenged many of the common assumptions, so the decision was made to change the language and manner in which the National Capital Motors would promote themselves.

From this, the ‘Driving With You’ campaign was crafted. Agency 9 developed the creative concept, branding videos and media channel plan. We were then responsible for the implementation of the campaign over the 24-month period.

Simultaneous to the ‘Driving With You’ campaign, we developed and implemented launch campaigns for their new dealerships National Capital Toyota, National Capital Isuzu Ute, National Capital Renault, National Capital Great Wall and National Capital Haval. Each of these brands have different target audiences with varying demographics, so each launch campaign had to be specifically considered and tailored.


The ‘Driving With You’ campaign was very successful, achieving wide spread recognition for the brand. Since the rollout of the campaign, National Capital Motors has seen an increase in enquiries and levels of brand awareness.

The campaign successfully differentiated the brand from it’s competitors and positioned them as a new type of car dealer.

Our role with the business has also grown immensely, with Agency 9 now serving as the National Capital Motors marketing team.