Chinese company Autohome is launching YesAuto, its online marketplace for new and used cars, in Europe this week with a major marketing and advertising blitz through TMW Unlimited and Fever Unlimited.
The Unlimited agencies beat two other agency groups at the final stage of the process; TMW has since created the brand, in conjunction with Unlimited’s Human Understanding Lab, to be “approachable and straight-talking”.
Launching initially in the UK and Germany, the campaign plays on the similarities between dating and car buying – demonstrating that YesAuto makes it easier than ever before to find the “perfect match”.
YesAuto is a one-stop site that aims to put the enjoyment back into finding a new car and specialises in new and used car buying, user and expert reviews, and VR technology.
It launches with over a million listings and a behavioural-led SmartSearch function, designed to make it easy for customers to discover their perfect car. The platform also provides an impartial means of configuring and comparing new or used cars from almost any manufacturer or dealer.
The brand’s mission is to take the hassle out of the car buying process and change how people buy cars for good and launches into a market which has also seen the emergence of used car site Cazoo and comparison site Carwow.
Autohome overseas business senior strategy expert Kai Liu said: “Our mission is to make car buying a straightforward and enjoyable process. We were impressed by Unlimited’s research-led approach and the new brand has tested very positively with customers in our key markets of Germany and the UK as well as further afield.
“Our launch campaign will convey our brand values of simplicity and transparency, empowering customers to find their perfect match using the YesAuto platform.”
TMW chief creative officer Graeme Noble added: “The average car-buying journey can be long and frustrating, involving a bonkers 900 digital touchpoints over three-months. YesAuto makes the searching itself a fun part of buying your car – not a seamlessly endless exercise in swiping left before you finally swipe right to say yes.
“From the branding upwards, we want YesAuto to stand out as a fresh and distinctive brand that acts as the antidote to long-winded car searches and this first instalment of our brand campaign demonstrates how easy it is to find the one car for you.”
The campaign goes live this week and will run in the UK and Germany across TV, print, social, digital advertising and PR activity for an initial period of three months.
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