Used-car marketplace Cazoo is taking on market leader Auto Trader by tackles the industry’s biggest challenge of building buyer trust in a new campaign that aims to improve transparency and remove friction from the car search process.
“Honestly, Finally” has been devised with agency Disrupt, and taps into research conducted by the brand which found that one in five 25- to 34-year-olds would prefer a visit to the dentist rather than deal with the headache of searching for a car.
While buyers face anxiety and exhaustion, great dealers are also in need of recognition and celebration to ensure they get the visibility and opportunity they deserve, to create a healthier, more effective car search experience.
Cazoo is taking a deliberate departure from glossy car search advertising to highlight the frustrations many consumers experience when buying a used car.
In digital and social executions, a buyer can be seen squished face-first against a closed sunroof under the headline “Up to here? And you haven’t even started searching”. The visual is paired directly with category data showing 62% of car buyers feel anxious before even launching a search, punctuated by Cazoo’s observation on standard industry norms, “mental”.
Cazoo will also be introducing new product features to provide consumers with a fix, which will be rolling out from September.
Phase one of the social-first, nationwide campaign is rolling out across Meta and TikTok, YouTube and programmatic ads, supported by influencer marketing. This initial push is targeted specifically at 25- to 34-year-old buyers, who are among the most distrustful when looking for a car.
Alongside this creative, Cazoo will be launching a dedicated campaign targeting a broader audience, expanding reach across a broad mix of digital channels and through its role as one of the sponsors of Brentford Football Club.
Together, the multi-phase campaign represents Cazoo’s largest brand investment to date under Motors ownership as it looks to become the undisputed number two car search marketplace in the UK.
Cazoo chief marketing officer Lucy Tugby said: “It often feels like the car search process wasn’t built to serve buyers. And it’s not working for dealers either. The marketplace has serious room for improvement, and it’s time we stop pretending these issues don’t exist. The first step is to reclaim consumer trust, which is why we’ve built our new brand platform around unfiltered transparency. We haven’t solved every industry issue, but we’re committed to building, step by step, a platform with nothing to hide.”
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