Not everyone with a car is a D&G Autocare customer. These people are.
The most valuable customers for an independent garage are private owners of cars aged roughly 4 to 12 years. They're past the warranty and away from the main dealer, but they still need MOTs, tyres, brakes and servicing, and they keep spending to keep the car on the road.
- 01
Families with older cars
£1,200–£1,800per household, per year (often two cars)More cars, more MOTs, more tyres. They need the car every day and want value and convenience.
- 02
Rural & semi-rural drivers
£900–£1,400per car, per yearLonger drives and little public transport mean faster wear. Often loyal to one local garage.
- 03
Commuters & high-mileage drivers
£800–£1,200per car, per yearFrequent tyres and services, and they need a fast turnaround.
- 04
Older homeowners & retirees
£600–£900per car, per yearKeep cars for years, very loyal to a trusted garage, and pay for peace of mind.
- 05
Tradespeople & small vans
£1,500–£3,000+per van, per yearVery high mileage and heavy wear. Downtime costs them money, so they pay quickly and come back.
Win one family for five years and that's £6,000–£9,000 through your workshop. More than a whole first month on Sky.
Split is illustrative, for discussion. Spend figures are indicative estimates from UK average running costs.of Scottish households have a car or van, and 30% have two or more. Ownership is 88% in accessible rural areas but only 64% in large urban ones.
October–November is the strongest window: winter tyres and pre-winter checks. The March and September plate changes bring second peaks.
Two ways onto the telly. One of them only targets your customers.
Traditional TV sells you a whole region. Sky AdSmart sells you the households that matter: the ones near your garages, with the right cars and the right profile.
Two weeks, daytime & peak
What happens to the 970,000 (illustrative)
- Can potentially see the ad in STV East970,000
- Live within 5 miles of a D&G garagec.165,000
- …and have a carc.122,000
- …and fit your customer profilec.61,000
- …and are actually watching when it airsc.33,000
Edinburgh, the Lothians and the Borders are all in the bill, and most of them will never drive to a D&G garage. Roughly 1 in 30 of the potential audience is a real prospect who sees the ad.
Then the two weeks are up. The same £15,000 on Sky AdSmart would keep D&G Autocare on air in your Fife catchments for around five months.
One month, only your catchments
Your ad only plays in homes that tick every box
- Within 5 miles of one of your six Fife garages
- Car-owning households, prioritising older cars out of warranty
- Your five best customer types:
FamiliesRural driversCommutersRetireesTrades & vans
- Whatever they're watching: live, recorded or on demand. No waiting for the right programme.
You don't pay for wasted views. The ad is only charged when it actually plays in a target home. Not shown, skipped or fast-forwarded? Not paid for.
Video on demand (VOD) too
We can run the same ad on catch-up and streaming services such as Sky Go and YouTube Outlets (Sky Sports etc), targeted to the same Fife postcodes. It reaches people watching on smart TVs, phones, tablets and laptops, so younger drivers and busy commuters see it too.
A fifth of the money, twice as long on air, and every single play lands in a home near a D&G garage.
Plan our first monthGetting on TV is the easy part. Getting remembered is the craft.
Good creative is what gets a brand into people's heads, and keeps it there. Think of the motoring ads you still remember years later:
That's where we work best. We make the ad work in the first month and stick for years, so every month on air builds on the last. We match the creative to your budget and your ambition.
Essential
A clear, well-made ad that still delivers: your message, your garages and a strong call to action.
Animated
Animation and some stylish action. Great for showing services, offers and a character people remember.
Live action
Your people, your garages, real customers: the full TV look that builds a brand over years.
We get TV working, then combine it with everything else: social, online, VOD and your own channels.
Talk creativeThe ad gets you noticed. Everything around it gets you booked.
We turn the same campaign into social and online content for each garage, with timely prompts that remind people what you do and when to book. It all adds up to a bigger D&G Autocare brand than ever.
MOT reminders
Seasonal and local nudges that fill quiet weeks in the diary.
MOT due? Book at D&G Kirkcaldy this week.
Tyres & winter checks
Pushed hard through October and November, when demand peaks.
Ready for the first frost? Free winter tyre check in Glenrothes.
Repairs & servicing
Brakes, clutches, suspension and servicing: the big-ticket work on older cars.
Squeaky brakes? Get them checked in Dunfermline today.
Every location
Branch-by-branch posts and pages so locals find their nearest D&G.
Meet the team at D&G Inverkeithing.
Trust & reviews
Real customer stories that back up what people saw on TV.
A real Google review, shared with a thank-you from the team.
As seen on TV
Cut-downs of your ad for social, your website and the screens in reception.
As seen on Sky: D&G Autocare, your local garage.
iLaws started small. Now they're on TV every month.
iLaws Scotland had never advertised on TV. We started them simple and low-risk, proved it worked, then built them into a regular, recognisable TV brand.
- Step 1 · Start simple
One clear ad
A simple, clear first ad with explainer and call-to-action spots. It encouraged people to act, brought in leads and gave iLaws confidence in TV.
- Step 2 · Build on it
TV moves to the top of the plan
With results coming in, TV became the lead channel in their marketing, with social and online working around it.
- Step 3 · Every month
A brand people know
"No Drama" brought characters and catchphrases that made a dry product memorable. Recognition builds every month they're on air.
iLaws on TV
How we took iLaws Scotland from new to TV to a brand on air every month.
Ad 1 of 5The long road pays twice.
Every month on air brings in customers. It also builds a name people across Fife already know and trust, and that changes how everyone sees the business.
Customers choose you before they've ever been in. Good mechanics want to work for you. And a well-known local brand is simply worth more to anyone who looks closely, from the bank and future partners to, one day, a buyer.
Start in one month. Grow at your own pace.
Get on air
A Fife pilot: one 30-second ad on Sky AdSmart, targeted at your six Fife catchments. £3,000 + creative (from £2,900).
Ride the seasons
Winter tyres, MOT and plate-change pushes, with social and online support for each garage.
Every month on air
A regular TV presence, rolled out to more D&G branches, with broadcast moments added when the brand is ready.
Keys in. Let's get D&G Autocare on air.
We'll map your exact catchments with the Sky AdSmart planning team, confirm audience numbers for each garage and plan a first month around the winter peak.
We'll storyboard your first ad. Free.
See what D&G could look like on TV before you spend a penny on air time.
Customer profiles and spend figures are indicative estimates built from UK average running costs (Car File; NimbleFins; BookMyGarage). Customer-type targeting (Experian Mosaic) is indicative and will be validated with postcode counts by the Sky AdSmart planning team. Car ownership: Scottish Transport Statistics 2024; ScotPHO / Scottish Household Survey.
STV East potential audience from STV regional data. The audience breakdown is an illustrative estimate based on population share, Scottish car ownership and typical two-week reach. Catchments are straight-line 5-mile circles; drive-time catchments will be confirmed before planning. Costs are approximate and exclude creative production and VAT.