CARS24 unveils world-first Car Couch in newly launched campaign via We Are Different
Shopping for a new used car can be a massive pain. To make it more comfortable, Australia’s first 100% online used car buying platform, CARS24, has partnered with earned-first creative agency, We Are Different, to launch the world’s first Car Couch – helping cushion the blow of used car buying by making it a more pain-free shopping experience.
Designed in partnership with experiential agency, The Park, and tech-driven wellbeing expert, The Quiet Company, the state-of-the-art couch includes immersive tech features that make the user feel like they’re sitting in a real car from the comfort of home as they easily browse the CARS24 website.
The pitch-winning campaign from Different looks to drive mass awareness and conversion by showing Aussies how pain-free it is to buy a car from your couch online with CARS24.
Says Erin Williamson, chief customer officer, CARS24: “The Car Couch represents the future of used car buying in Australia – now very much in the present with CARS24. 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.”
The campaign launches across earned, owned and paid channels. It will also be supported by corporate PR and spokesperson profiling opportunities.
Says Stuart Terry, founder and director at We Are Different: “CARS24 is an awesome client to work with – they love creativity and see the commercial value in earned-first campaigns.
“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.”
Client: CARS24
Creative / PR: We Are Different
Production: The Park
Content: Moondog Media
8 Comments
what?? Is this a parody?
why does this make me hate our industry?
Some work is bad enough to lather us all in a thin film of shame. This is that work.
This will win a canne 2022! Love everything about it so cool idea like never seen so unique!!!
This is the 2nd campaign in a row from Different with a creative agency stunt idea and a flashy trade release but only marketing trade media coverage to show for. Can’t wait for the equally trade press case study video already.
Have seen loads of coverage for cars24. Awesome campaign!
So, does the couch get delivered to your house so can experience buying a car ‘from the comfort of your own home’?
What? Sorry… It’s just. What? sorry…