Used-car marketplace Motorway is aiming to showcase how its platform makes it easier and as smooth as possible to sell your motor with a new brand platform and multi-channel campaign under the strapline ‘It’s not magic. It’s Motorway’.
The first work by Uncommon Creative Studio since it was appointed last November, flags up how Motorway simplifies the experience by connecting private sellers with over 7,500 verified dealers who compete in a daily online auction.
It highlights how Motorway’s smart technology makes the experience so easy, it feels like magic and rolls out from March 21, spanning TV, BVOD, OOH, YouTube, radio, social and display.
This is alongside a new brand positioning and refresh of the brand’s visual and voice identity, which aims to disrupt the category narrative and build the nation’s confidence to sell their car.
The campaign launches with TV spots, directed by Grandmas, that showcase private car owners experiencing the effortless process of selling a car through Motorway.
It opens with a seller watching in disbelief as their car levitates off their driveway, only to reveal that it is being lifted onto a truck by a crane, emphasising the real magic: Motorway’s effortless process.
Strategic out of home advertising will run across roadside and transport throughout the UK, including notable sites in London, Manchester, Liverpool and Birmingham, alongside refreshed design for the brand’s yellow London taxis. All media planning and buying is led by retained media agency MG OMD.
‘It’s not magic. It’s Motorway’ is the first iteration of its new brand positioning, led by TwentyFirstCenturyBrand with accompanying refreshed visual and voice identity led by Otherway.
The new visual and voice identity will be implemented across all customer touchpoints.
This refresh marks a significant step in Motorway’s marketing evolution following the appointment of CMO Naomi Walkland last May, who said: “As a nation of drivers, cars are often one of the most valuable assets people own. Yet when it’s time to sell, the process can be overwhelming, confusing and stressful.
“Motorway is here to change that, by making this important but seemingly impossible process feel easy. Our customers tell us that we make it simple to sell your car, for a great price, with the majority getting more money than they expect.
“Our new campaign, the first in line with our refreshed brand positioning, aims to show that with Motorway, selling might feel like magic – but really, it’s just our smart technology and great service that offers more ease, clarity and value than anyone or anywhere else.”
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