Carvana pioneered a new way of car buying with online shopping, home delivery, and vending machines. But, as much as people complained about the old way of car buying, they weren’t ready for innovation.
Make Super Bowl level work for the brand.
Problem: Only 36% of consumers say they are comfortable buying cars online for home delivery, and just 28% are comfortable with contactless pickup.
Insight: Online car buying isn’t scary—it’s unfamiliar. Only 13% of consumers have actually tried it, but those who have tried it rank the experience favorably.
Opportunity: Overcome unfamiliarity. The good news? It’s easier to beat unfamiliarity than it is to beat hate. And people hate the traditional way of buying cars.
Strategy: You’re in the Driver’s Seat
Campaign Idea: Take the Wheel
In this campaign, the brand overcomes unfamiliarity by showing people that, with Carvana, they are very familiar and comfortable with the person driving the car buying process. Because it’s themselves.
Have time to read the script for our Super Bowl spot?
Tunes at the Tower: What's the ultimate way to put control in the hands of consumers? Allow them to pick the bands who will play at Carvana's new concert series, Tunes at the Tower. For the 2023 Big Game, Carvana would have thrown the party at the Glendale, AZ tower.
Social: Imagine a world where every salesperson tries to upsell you like a car salesperson. No one gets in the way of you and the beer you want, and Carvana doesn't want to get in the way of the car you want.
Car swag: Carvana will knock $250 off your purchase if you agree to sport a car wrap for a week post purchase. Plus, smaller swag for those who are less daring.
Team: Allison Fitzgerald (Strategy), Alex Fried (AD), Erica Mendel (Copy), Alyssa Moreno (AD), Christina Williams (Copy)