CarLotz was outspent by their competitors by hundreds of millions of dollars.
We needed to help boost this challenger brand and make car buyers and sellers give a darn. While their disruptive model set them apart, it was also super tricky to explain succinctly.
We started with their logo.
Making it simpler and more streamlined.
Then we developed a visual identity that leveraged their distinctive orange color—no one came close to it in their category—and included a set of personable characters for every situation.
We developed a campaign called "Have it Both Ways," which explained how CarLotz gave you the amenities of a dealership, with the kind of money you get from a Craigslist private sale.
We ran provocative connected TV ads to generate upper funnel awareness, directed by the talented/hilarious Craig Brownrigg, formerly of Hungry Man.
Then mixed in harder working outdoor ads and a Pandora radio spot.
Our campaign led to a 112% increase in leads and 58% increase in car sales from the previous year.
All while making CarLotz more approachable and most of all...fun.