There’s no denying that 2017 was a huge year for The Car People – having celebrated its 17th birthday, opened a fourth showroom in Warrington and ended the year with an acquisition by Sytner, the UK’s largest franchise dealer.
Never one to rest on its laurels, February saw the launch of the brand’s 2018 campaign across broadcast, in-store and social platforms.
Focusing on their mission to wipe out buyer’s remorse forever, the campaign directly responds to the consumer insight that Propaganda’s planning team identified as part of a strategic Brand Health project. Namely that consumers are fearful of making the wrong choice when it comes to buying their next used car – making purchase regret a very real concern.
Buoyed by a Propaganda-commissioned survey of 1,000 adults which revealed that 1 in 3 Brits regret their used car purchase, our creative team developed the concept of ‘no more buyer’s remorse’ to cement The Car People’s difference as an expert, customer-orientated business.
We’ve worked with some of the best creative and design talents to deliver the campaign – with Jon Riche directing, Familia producing and Flipbook on animation duty. The goal: ensuring The Car People continue to stay ahead of the competition when it comes to customer insight, messaging and production values.
The first ad, ‘Buyer’s Remorse Therapy’, explores the horrible feeling that often creeps in following the purchase of a used car. The anger, resentment and despair that ultimately makes you question whether you’ve made the right choice.
The second ad, ‘Buyer’s Remorse Lab’ highlights the stress of trying to find a used car online – where fragmented internet research leaves you paralysed by choice and exacerbates the fear of making the wrong choice.
Why not watch the ads for yourself to find out how The Car People are wiping out buyer’s remorse forever – ensuring that you drive away feeling confident about your car, and with a smile on your face!