Australian used car platform, Carma, has joined with Sydney-based venture studio UntilNow, to create and launch its first brand campaign on digital, online video, social media, and outdoor.
The campaign, called Words of Affirmation, is based on the concept that, unlike new cars, buying a pre-loved car is like trying to find ‘the one’. It’s an obsession that plays on your mind day and night. The new Carma ads flip the traditional car search on its head, using a tongue-in-cheek play on love languages to imagine the car searching for the driver instead.
The campaign is live across 7plus, 9now, 10play, Kayo, and SBS. As well as online video with 7news, news.com.au, 9news.com, yahoo.com, and YouTube. You’ll also be able to find it on buses in Sydney, Central Coast, Wollongong, and on Metro Sydney large format digital displays.
Managing director at UntilNow, Mark Timmins said, “Carma has followed our ideal client trajectory. From helping define the problem to solve, to unearthing the solution together, then onwards to an MVP, product market fit and now rapid scale, we’re excited to help Carma become a household name in Australia as they disrupt the way in which Aussies buy used cars.”
Chief commercial cfficer at Carma, Yosuke Hall said, “Carma is transforming the used car market by creating a seamless online buying experience with customer excellence at the heart of our operations. Carma has already made a significant impact in the local used car industry, and we’re looking forward to the brand becoming more prominent and recognisable across the Australian market.
“Working with UntilNow was a highly collaborative process. They took the time to become well-versed in the intricacies of our business, and instead of big reveals at set milestones, we were in constant communication throughout the process. That enabled us to experiment with a wide variety of ideas and to incorporate findings quickly.”
Owner and director at UntilNow, Francesco de Chirico said, “Carma came to us with their plans to disrupt the final white space in Australian e-commerce: to approach the used car market and take it entirely online. Establishing an e-commerce model within a predominantly offline industry wasn’t going to be easy. The brand had to immediately engender trust and the user experience had to be exceptional.
“We were tasked with creating the brand and designing the website from the ground up. From there, we went on to lead a complete brand rollout. UntilNow operates as Carma’s product partner and brand agency and continues to help them scale.”
Credits
Client: Carma
Co-Founder & CEO: Lachlan MacGregor
Co-Founder & CCO: Yosuke Hall
Creative Agency: UntilNow
Owner and Director: Francesco de Chirico
Managing Director: Mark Timmins
Media: Kaimera
Production company: Rabbit
Director: Owen Trevor Black
Casting: Byrne Casting
Post house: Arc
Recording studio: Squeak E Clean
TVC voiced by: Kamahl
