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Redefining the meaning of
a used car in Southeast Asia.
The Brand
Founded in 2015, Carro is a unicorn start-up that leverages AI technology to enhance the experience of buying a used car. Carro focuses on being truthful about a car's history, finding any defects through their rigorous 160-point inspection process, and doing the best to fix them.
The Challenge
People believe used car transactions are shrouded in vagueness and there is no way of ‘knowing’ all the real details.
"What if Carro is able to promise consumers that not all used cars are the same?"
"What if the used cars sold by Carro are not your usual used cars, but certified to be as good as new?"
The Thinking
With the help of TBWA Singapore, we launched a regional campaign with the message that all the used cars that we sell are "Carro Certified" to be "as good as new".
The regional film reiterated the thought that every used car has a history and any defects that are detected by Carro's 160-point inspection process, are refurbished to be as good as new.
Outdoor advertising reiterated the idea that no matter who the previous owners were, all our used cars are inspected and refurbished to be "as good as new".
Radio commercials emphasized on some of Carro's unique selling points.
"BEFORE PURCHASE"
00:00 / 00:30
"160 POINT CHECK"
00:00 / 00:30
"AFTER PURCHASE"
00:00 / 00:30
A 3D OOH was also created to drive emphasize our 160-point inspection and to brand awareness for myTukar, Carro's subsidiary in Malaysia.
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