Launching an established US brand on UK TV
CarGurus was entering a market traditionally dominated by one big UK player. We needed cut through but also simplicity. We felt it important to speak to the logic of used car buyers and find what was truly important to them when buying a used car. The creative was clear, ask the important question – am I getting a good deal? Then focus on the fact that only CarGurus can truly offer that answer.
The campaign covered TV, Instagram, Facebook and YouTube, all the creative was optimised for its intended platform and rolled out across the UK and Italy. Successful US market testing meant that our creative was re-made for audiences in the USA and Canada.