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

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.

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.

The campaign launched in February 2024.