Client: Motorway
Year: 2024
"Genuinely one of the best ads I've seen on TikTok"
- User comment
Summary
Part exchanging your car means losing £1,600 on average compared to selling with Motorway. So we created a campaign that showed cars sobbing their way through terrible part exchange deals, while their oblivious owners waved goodbye to all that cash
Objectives
- Drive consideration of Motorway as the superior alternative to part exchange
- Cut through category conventions with unexpected humor
- Stand out in social feeds with a fresh perspective on car selling
Idea
'Car Stories'
Part exchange is seen as the easy option for selling your car, but usually results in a worse deal. Rather than lecture people about money left on the table, we found a playful way to highlight the gap between convenience and value - through the "eyes" of the cars themselves.
What We Did
Instead of showing yet another frustrated seller, we flipped the script by focusing on the real "victims" - the cars themselves. This unexpected perspective let us tackle the marketing message with a light touch, using funny stop motion videos to make our point more memorable.
The campaign ran as paid social across Meta and YouTube.
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