CARS24 gears up Aussie presence in new campaign via Milkman
Australia’s first 100% online used car buying platform, CARS24, has launched its latest brand campaign via independent creative agency Milkman.
The ‘That’s a Shame’ campaign follows the used car marketplace’s launch campaign in September 2021. At the time, the brand also announced its full agency roster following a series of competitive pitches, with 303 MullenLowe named as its creative agency, Hatched as media agency, Milkman as social agency, Pitch Agency as SEO and We Are Different as its PR agency. Mumbrella understands that the brand no longer works with 303 Mullenlowe, with Milkman now solely responsible for creative.
Other Assets:
Avoid Bringing Home a Lemon with CARS24 30″: https://www.youtube.com/watch?v=VyLph52fJG8
The new work by Milkman draws on the brand’s ‘The Future of Used Cars’ platform, highlighting the pain points of purchasing used cars through traditional used car dealers or private sellers and introducing a simple alternative that enables consumers purchasing a high-quality, well-priced used car without the scary surprises.
The online platform’s launch campaign features two TVCs, and will launch in late June across TV and digital, including YouTube and social media.
The campaign leverages research from Roy Morgan that puts car salesmen at the op of Australia’s ‘least trusted’ list for the past 36 years, (followed closely by advertising execs), with the first spot featuring a dodgy used car dealer, who puts a young couple through their paces with his sleazy sales pitch.
The second spot depicts an unassuming first-time car buyer ho is taken for a ride by a woman offloading her lemon, in exchange for some quick cash.
Both spots end with an easy online, direct-to-door CARS24 delivery, that encapsulates ‘The Future of Used Cars’.
Commenting on the campaign, CARS24 head of marketing, Amy de Groot said: “When people think of buying a used car, they automatically think of a dodgy dealer or the nightmare of ending up with a ticking time bomb and being duped by a private seller only for the car to have a handful of issues and no warranty to safeguard the purchase.”
“Our mission is to transform this experience, with our game changing 100% online experience and fast, free home delivery, from a marketing point of view we need to show Australian consumers that we truly are changing the landscape and the future of the industry by shaking it up from the get-go with great Aussie humour and relatable rough experiences.”
Credits
CARS24 Australia:
Amy de Groot, Head of Marketing
Ben Cunnington, Head of Media
Creative Agency:
Milkman
Production Company:
The Producers
Mitch Kennedy, Director
Tanya Spencer, Producer
Media Agency:
Hatched
Casting:
2Divas
Sound House:
GAS Inc
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