Launch a new digital-first brand for used cars into a crowded market dominated by leaders with deep pockets.
Challenge the assumption that automotive was moving to full digital purchasing.
Reimagine the customer experience to address buyer pain points around the dealership experience.
Strategy
Creative
Studio
Social
Partnerships
Technology
Film
PR & Reputation
Working with Operations and HR, we built a customer-first mindset and skills among front-line employees. Fewer salespeople, more personal advisors able to demonstrate strong listening skills and use their expertise to help customers buy the right car.
Redesigned the physical retail environment to be more contemporary and welcoming.
A simple brand name, CarStore, that avoided the artificiality of digital-first brands or the old-fashioned anonymity of traditional dealerships.
Customer-centric proposition “car buying that revolves around you” to promote buyers’ ability to use online and physical dealership however they wished.
Media strategy that combined the brand-building capability of TV with hyper-localised messaging through radio and programmatic to target buyers within a designated radius of the physical dealerships.
We are incredibly proud of the launch of the new CarStore brand that has people at its heart.
Thanks to our partnership with Maverick CarStore represents a fresh era for car buying. And the proof is in our commercial performance where our used car sales outperformed the market.
