Carwow has launched a new “disruptive” advertising campaign titled The Break-Up to coincide with Valentine’s Day, highlighting light-hearted reasons why motorists might part with an old car.
Developed by Carwow’s in-house team, the campaign suggests that people might be tempted by “bigger, better things” or that they’ve naturally evolved and “grown apart” from their old motor.
Tapping into the brand’s extensive network of car dealers that make up the other side of its online marketplace, the campaign urges them to explore the “single cars in their area”.
The Break Up marks the first campaign rolled out by the online car marketplace since its rebrand, which launched in December and was designed by Ragged Edge.
While it was created to be playful, the insight is rooted in consumer research, as Carwow found that 38% of motorists sell to upgrade to a bigger or better car that suits their changing needs and lifestyle requirements, with a quarter selling up because they no longer need it.
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Carwow also claims that 40% of drivers are worried they won’t get a fair price when selling their current car and that nearly half (47%) find selling their old car stressful.
Carwow chief marketing officer Ben Carter said: “For many motorists, selling a car has been an emotional, angst-ridden process; much like a break-up”.
“At Carwow we’ve already helped over 2.5m people change their cars (whether that be selling or buying) so what better place to reassure customers that changing cars is not only easy, but with over 4,500 dealers to bid for it on Carwow, breaking up never paid so well either.”
The Break Up will initially roll out across digital and social media channels – including Meta, YouTube and PMax – followed by out-of-home, across transport and tube stations across the country, and digital.
