Cars24 are dominant car traders in the UAE and Asia. We helped the $3.3 billion brand introduce online used-car dealership to the Australian market.

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Challenge: Cars24 needed to drive app downloads in Australia. For that, they needed brand awareness. Our job was to introduce a hesitant Australian market to the online used-car trading experience, positioning Cars24 as the convenient and trustworthy way to buy and sell cars online.

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Solution: We leveraged the biggest challenge facing used-car traders in the industry; public perception. Based on Roy Morgan research finding car salesmen to be Australia’s ‘least trusted’ personalities, we contrasted Cars24 with stereotypical shady car dealers in two hit TVCs. With iconic depictions of car salesman, our ‘That’s a Shame’ campaign follows ‘dodgy’ used-car dealers in action. The first features a shady car tradesman putting a young couple through their paces, while the second sees a woman offloading her lemon for some quick cash to a first-time car buyer.

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Results: Launched in June 2022 across TV and digital (YouTube and Socials), the campaign generated significant press coverage. Featured in over a dozen articles and podcasts from major media sites including B & T, Ad News, and Mumbrella, ‘That’s a Shame’ broke Cars24 into the Australian market.

• Brought some humour to the stiff world of used-car trading in Australia.
• Also brought a 100% online car trading experience to Australians.
• Heaps of word-of-mouth exposure.
• Increased website traffic.

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