Challenge

The client was treating the used vehicle shopper like a new vehicle shopper and through consumer research we identified that they were not the same. They were distinctly different.

Strategy

This consumer was often in search of a new-to-them vehicle because of an upsetting or sad experience with their previous vehicle. We needed to minimize the icky feeling and focus on the excitement of discovering the perfect for your vehicle and the confidence you get when it’s certified. We had to create a unique consumer journey for this audience to pull them over the hurdles stopping them from making it through the process. We also created a holistic 360 marketing campaign to reach them.

Results

Webby Award Shortlist 2019

D Show Silver Craft 2019

Cresta intl. Advertising Award Gold Craft 2020

New York Festival Advertising Award Creative Marketing Strategy finalist 2021

One Show Silver Pencil 2021

+150% Click Through Rate year-over-year