Pre-loved car platform Carma puts ‘love’ back into buying a used car with debut brand campaign
Australian online used car platform, Carma has partnered with Sydney-based venture studio, UntilNow to develop its first brand campaign across digital, online video, social media and outdoor.
The announcement:
The campaign is based on the concept that, unlike new cars, buying a pre-loved car is like trying to find ‘the one’. It’s an obsession that plays on your mind day and night. The new Carma ads flip the traditional car search on its head, using a tongue-in-cheek play on love languages to imagine the car searching for the driver instead.
UntilNow’s founder, Francesco de Chirico has 15 years’ experience helping some of Australia’s most successful start-up and scale-up ventures – from THE ICONIC to Airtasker – to accelerate their growth. Now, UntilNow is helping Carma to drive scale with this integrated go-to-market campaign. The first of a suite of executions launched in October, with more to come in the following months.
Managing Director at UntilNow, Mark Timmins said, “Carma has followed our ideal client trajectory. From helping define the problem to solve, to unearthing the solution together, then onwards to an MVP, product market fit and now rapid scale, we’re excited to help Carma become a household name in Australia as they disrupt the way in which Aussies buy used cars.”
Chief Commercial Officer at Carma, Yosuke Hall said, “Carma is transforming the used car market by creating a seamless online buying experience with customer excellence at the heart of our operations. Carma has already made a significant impact in the local used car industry, and we’re looking forward to the brand becoming more prominent and recognisable across the Australian market.
“Working with UntilNow was a highly collaborative process. They took the time to become well-versed in the intricacies of our business, and instead of big reveals at set milestones, we were in constant communication throughout the process. That enabled us to experiment with a wide variety of ideas and to incorporate findings quickly.”
Owner and Director at UntilNow, Francesco de Chirico said, “Carma came to us with their plans to disrupt the final white space in Australian e-commerce: to approach the used car market and take it entirely online. Establishing an e-commerce model within a predominantly offline industry wasn’t going to be easy. The brand had to immediately engender trust and the user experience had to be exceptional.
“We were tasked with creating the brand and designing the website from the ground up. From there, we went on to lead a complete brand rollout. UntilNow operates as Carma’s product partner and brand agency and continues to help them scale.”
The campaign is live across:
BVOD – (7plus, 9now, 10play, Kayo, SBS)
Online Video (Premium News – 7news, news.com.au, 9news.com, yahoo.com)
YouTube
Bus Megasides (Metro Sydney, Central Coast, Wollongong)
Large Format Digital (Road & Rail) (Metro Sydney)Credits
Client: Carma
Co-Founder & CEO: Lachlan MacGregor
Co-Founder & CCO: Yosuke HallCreative Agency: UntilNow
Owner and Director: Francesco de Chirico
Managing Director: Mark TimminsMedia: Kaimera
Production company: Rabbit
Director: Owen Trevor Black
Casting: Byrne Casting
Post house: Arc
Recording studio: Squeak E Clean
TVC voiced by: Kamahl
Source: Espresso comms
