Online car marketplace Cazoo is showing how it can help find the ‘the right car for anyone’ with a new omnichannel campaign and brand positioning.
Crafted by London agency Fold7, the campaign marks a relaunch for the used car platform as it looks rebuild its image and restore consumer confidence following its acquisition by Motors in 2024.
The new positioning will look to tackle a market where consumers feel they need to be car experts due to the overwhelming number of choices, despite most people only entering the market every two to five years.
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“At Cazoo, we are challenging the dominance of the current market leader,” said Lucy Tubgy, marketing director at Cazoo.
“Our mission is to help our customers find the right car for them. Our brand repositioning shows how Cazoo is different because we aren’t just car experts, we’re also the ‘you’ experts.”
Developed in partnership with Blinkink and directed by James Papper, the film will run on social media and YouTube from mid-July and will feature a new, distinctive animated brand world.
Dave Billing, ECD at Fold7 said: “Unlike the Big Foot couple in our film, we think that blending into the background isn’t a great idea for brands.”
“We wanted Cazoo to stand out from the sameness of the automotive category and defy a few prevailing codes. That’s why we chose animation, and a cast of drivers straight out of The Twilight Zone, to tell our story,” he added.
