Carwow
Carwow wanted to expand its positioning from a car marketplace that helps users buy and sell cars to a more holistic "change your car" experience. The challenge was to create a 360-degree campaign rollout that effectively communicated how changing your car can be life-changing—whether in small ways (like getting a feature you always wanted) or big ones (like finally impressing your father-in-law with your parking skills). The campaign had to maintain Carwow’s positive, engaging tone while resonating with both buyers and sellers across multiple channels.
The objective was to extend the "Car-changing is life-changing" concept across various customer touchpoints, ensuring a consistent and engaging experience through multiple assets. The rollout needed to:
- Enhance brand awareness for Carwow’s new positioning
- Drive engagement across digital and social platforms
- Encourage conversions by making the "change your car" process feel easy, exciting, and worthwhile
- Maintain Carwow’s fun, approachable personality throughout the campaign
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