Australia’s first 100 per cent online used-car buying platform, CARS24, has partnered with earned-first creative agency, We Are Different, to launch the world’s first Car Couch.
The state-of-the-art couch is designed to help cushion the blow of purchasing used-cars by making it a more relaxing, pain-free, and forward-thinking shopping experience.
The Car Couch was designed in partnership with experiential agency, The Park, and tech-driven wellbeing expert, The Quiet Company, and includes immersive tech features designed to make the user feel like they’re sitting in a real car, albeit from the comfort of home as they easily browse the CARS24 website.
We Are Different’s pitch-winning campaign aims to drive mass awareness and conversion by showing Aussies how pain-free it is to browse and purchase a car from the comfort of your Car Couch.
“The Car Couch represents the future of used car buying in Australia – now very much in the present with CARS24,” Erin Williamson, CARS24 chief customer officer, said.
“We wanted a big idea that helped show how easy and pain free it is to buy a car from the comfort of your couch and have it delivered directly to your door.
“Different’s creative approach has allowed us to cut through with media and consumers. It’s already delivering strong business results.”
Founder and director at We Are Different, Stuart Terry, was equally enthusiastic about his agency’s new campaign.
“CARS24 is an awesome client to work with – they love creativity and see the commercial value in earned-first campaigns,” he said.
“We know online shopping skyrocketed during the pandemic, yet our research shows only two out of five Aussies felt comfortable buying a used car online.
“CARS24’s offering is a game-changer – the Car Couch hook and campaign content simply brings this to life in a different and newsworthy way. It shows how confident Aussies can be when buying a car from their couch online with CARS24.”
The campaign launches across earned, owned and paid channels. It will also be supported by corporate PR and spokesperson profiling opportunities.
