Marketing Challenge

Raise awareness and encourage car dealerships to sign up for Carwow’s new daily online auction platform.

Behavioural insight

Many independent car dealers are proactive early adopters, who are looking for a competitive edge. They have an openness to explore new methods, especially if those methods will mean they can get a step ahead of the competition.

Transformation

Our strategy was to position Carwow’s daily auctions as a Game-Changing way to source new stock. And use this platform to deliver powerful messages that resonate most with forward-thinking, ambitious business owners.

The campaign was crafted to align with Carwow’s existing consumer brand campaign which was based on the idea of Car-Changing. Tonally and visually the campaign was deliberately disruptive and bold, and it features a suite of simple and persuasive key messages that explain how dealers will benefit from sourcing stock from Carwow’s auctions.

What our client said

“Having worked previously with The Behaviours Agency, I knew they represented a great fit for this challenge to raise the profile of Carwow’s auctions, particularly with independent dealers who are notoriously difficult to reach. Following Carwow’s recent rebrand and repositioning, this campaign idea is exactly what we wanted to take the proposition to market.”

Gavin White, Senior Marketing Manager