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A campaign that leverages on various drama genres with a twist.
Overview
The used car industry is shrouded in vagueness. Few customers know what to look out for or inspect when buying used cars, while fewer still have any way of ascertaining if they’re getting a good deal. As a result, they lack trust and are often motivated purely by price.
To reinforce our position as a market leader in the used car industry, we set out to capture mind and market share as the company that customers could trust to be honest, transparent, and drama-free.
Buying a used car can be chaotic, dramatic, and honestly quite scary, when you go to the wrong dealer.
Human Truth and Insight
The Idea
Leveraging on the popularity of dramas in the region, we used humour and well-loved drama clichés to deliver a singular message that was simple, effective and memorable: No drama, just quality used cars.
Using selected footage from the films, we also create a series of social media memes to drive audiences to our website.
25 million
impressions in 2 months
Over
27%
increase in cars bookings
Direct traffic to our website increased by
17%
11.4 million
video views in 2 months
More than
21%
increase in appointments
Brand keyword search volume increased by
55%
1200
shares in social media
Over
18%
increase in cars sold
Brand awareness increased by
15%
according to YouTube's Brand Lift Survey
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