Differentiating a Used Car Brand by Supporting Their Customers
The used car industry has been a volatile industry in recent years with unpredictable sales patterns, a shrinking audience and growing competition. The target often feels unheard and disrespected.
America's Car-Mart treats their customers differently. They work alongside the customer through the car buying journey and throughout ownership. Car-Mart does not want to simply sell the customer a car. They want to help the customer buy a car.
Our approach was to get subprime car shoppers to think of Car-Mart as their trusted car-buying partner by showcasing their shared values and easy shopping experience.
Create a campaign that focuses on Car-Mart's strengths and the advancements they are making to enhance the customer experience, reinforcing Car-Mart's points of difference.
Car-Mart Cares Paid Social
Designed to acknowledge the customers' real concerns about purchasing a used car and connect with them emotionally, we took a unique approach by setting up a support group creatively called "Car-Mart Cares."
By addressing common fears of buying a used car in a humorous and empathetic setting, we highlighted Car-Mart's commitment to overcoming the customer's apprehension while promoting a new pre-qualifying system and maintenance package.
The campaign introduces us to a lovable group of characters representing our target audience, each one trying to get past their own worries.
After launching the new campaign, impressions were up 159% and online credit apps were up 12% year over year each.
