{"id":4250471,"date":"2023-09-04T15:53:54","date_gmt":"2023-09-04T13:53:54","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/online-marketplace-carwow-launches-new-campaign-only-wow\/"},"modified":"2023-09-04T15:53:54","modified_gmt":"2023-09-04T13:53:54","slug":"online-marketplace-carwow-launches-new-campaign-only-wow","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-uki\/insight\/online-marketplace-carwow-launches-new-campaign-only-wow\/","title":{"rendered":"Online marketplace carwow launches new campaign \u2018Only Wow\u2019"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/button>\n\t\tOnline marketplace carwow launches new campaign \u2018Only Wow\u2019\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tAli Mcclintock\t\t
\n\t\tSVP of Growth & Head of UKI \n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\t4 September 2023\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
\n\t\n\t\tcarwow<\/a>, the online car marketplace, has unveiled a new disruptive advertising campaign \u2018Only Wow\u2019, led by global digital agency, DEPT\u00ae, and its in-house creative teams.

The campaign, which launches 4 September, will be rolled out across social media channels including Meta, YouTube and TikTok. It plays on common negative tensions that drivers typically experience when changing their cars, before juxtaposing it with the \u2018Only WOW\u2019 experience of changing a car with carwow and its dealer partners, giving the driver total car-changing confidence.\u00a0\t<\/p><\/div>\n\n
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\n\t\tThe ads open with Mat Watson – carwow\u2019s Chief Content Officer, car expert and presenter of carwow\u2019s YouTube channel which has an impressive 8.3million subscribers – playing the role of the burnt-out car buyer and seller and reliving the less-than-wow experiences of using the traditional, alternative buying and selling methods.\u00a0

Over four 30\u201d spots, carwow tackles various frustrations which motorists will be all too familiar with, in a humorous and ridiculous way – from low-ball offers \u201cwould you part-exchange with my kid’s bike?\u201d, to not getting what you paid for – with the advert protagonist seen driving a tiny toy car, to waiting for no shows – with a ball of tumbleweed rolling across the shot. Until that is, carwow\u2019s instantly recognisable giant inflatable blue WOW expands dramatically behind Mat, as he explains that carwow offers both car buyers and sellers an \u2018Only-WOW\u2019 experience. The \u2018wow\u2019 voice over from carwow\u2019s successful TV ads – first run in 2021 – acts as an audio memory cue for audiences.\u00a0

While the creative is tongue-in-cheek and designed to resonate with an audience on social media, the insight behind the campaign is deeply rooted in carwow consumer research. carwow\u2019s latest study indicated that nearly half (47%) of people find selling<\/em> a car stressful, while two in five (41%) find buying<\/em> a car a stressful process.\u00a0

Nearly two in five (38%) people in carwow\u2019s research, said they feel concerned about being ripped off and one in three (36%) worried about facing hidden costs. More than two in five (43%) also admit they were concerned about making the wrong decision.

When thinking back to their last car buying experience, nearly two in three (63%) disliked something about the process – from not feeling certain they were getting a good price (16%) to the length of the process and having to negotiate (15%).\u00a0

Ben Carter, CMO at carwow, said:<\/strong> \u201cChanging your car is a big deal in anyone\u2019s life with the sums of money involved in many purchases being second only to buying or selling your home. But, our research showed that 40% of drivers are worried they wouldn\u2019t get a fair price when selling their current car.\u00a0<\/em>

\u201cWe think there\u2019s a lot getting in the way of feeling \u2018wow\u2019 about the typical experience motorists have, and that\u2019s what our campaign brings to life – whether that\u2019s timewasters, no show\u2019ers, tyre-kickers, jargon-users, the up-sellers, \u201cSorry it\u2019s already sold\u201d or\u00a0 the \u201chow about I give you \u00a33k less\u201d negotiators.\u00a0<\/em>

\u201cAt carwow we make the car changing experience \u2018Only Wow\u2019 – we offer consumers great value, market-wide choice, total convenience and of course, a service they can trust.\u201d<\/em>

Jeff Bowerman, Executive Creative Director at DEPT\u00ae said: <\/strong>“They say don’t lead with negativity in advertising, but anyone who has bought or sold a car before knows it’s not always the smoothest experience. Rather than pretending these experiences don’t exist, being able to highlight the \u2018wow\u2019 of carwow\u2019s service – through the relatable \u2018less than wow\u2019 experiences we show in the creative – was a really fun campaign for us to create which we hope will see great cut-through.”<\/em>

To see the full creative, click here:<\/strong>
Choice – https:\/\/youtu.be\/N6Qp8gxZCqE<\/a>
Convenience – https:\/\/youtu.be\/3vuAE2ZmPTM<\/a>
Trust – https:\/\/youtu.be\/9Z_TO4sEWrY<\/a>
Value – https:\/\/youtu.be\/pmo57ZXY7E0<\/a>
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