If you’ve ever sold your car, you’ll have a unique insight into what can be a frustrating process. From the no-shows, to tyre-kickers, to the paperwork, it all amounts to unnecessary stress. But it shouldn’t be like that. And it doesn’t have to be.
Sell My Car are a business with a unique proposition offering “Cash for your car… FAST!” With many imitators but no equals, Sell My Car needed a platform and a campaign to rise above their competitors.
We needed to develop a bold campaign that would create immediate cut-through while also providing us with an agile platform that we could harness for future campaigns.
The idea was to use one of Australia’s loudest mouths to deliver our message loud and clear. That meant resurrecting Agro, the straight-talking, innuendo-loving puppet famous for being the face of Cartoon Connection. After 20 years out of the limelight, Agro returned to the nation’s screens with our message.
To reinforce the core message of the campaign, we created a series of content pieces that highlighted the frustration of selling your car elsewhere. These frustrations were based on insights that reflected situations that were true to life.
The response to the campaign was resoundingly positive. By retaining Sell My Car’s existing jingle and using Agro to voice it, we maintained a unique brand asset, while adding something fresh.
Agro’s profile grew once more as he became the face of the entire campaign – across TV, digital and social – not to mention becoming a familiar voice on radio.
The car sales industry suffers from an epidemic level of no-shows. To combat this, we created unique, personalised SMS videos that were sent to people with reminders of their appointment time.
The results of the campaign saw a dramatic increase in website visits and car valuations. This led to more appointments being made – which ultimately led to an increase in vehicles purchased – and one happy client.
