Trust an acquaintance of your brother-in-law’s friend to buy a car. The one that tells you not to sell, but to fix the one you already have. Or the neighbor who encourages you to sell it on your own. These are some of the errors that end in fiascos that Cars.net stands out in its latest advertising campaign to highlight the advantages of its platform.
Designed by the agency Coyote Creative Reservethe campaign seeks to reaffirm the company as the most reliable option for buying and selling cars, especially in a context in which misinformation usually abounds. Thus, communication reinforces the idea of trust around Coches.net and remember the importance of having an expert guide that accompanies in decision making.
All of this is transferred to the consumer through three audiovisual pieces that, in a humorous way, explain some of the consequences of allowing oneself to be advised by “pseudo-experts”. The first of the pieces, titled “Trujillo”, exposes the case of a user who, following recommendations from an acquaintance, ends up with her car breaking down on the road.
The second, under the title “On point”, reflects how sometimes trying to extend the life of a vehicle leads to having to wait for the bus.
The third creativity, titled “Super chill”, explains how a neighbor’s advice when selling the car can end up delaying the process excessively.
“With this campaign we want to reinforce our positioning by speaking with the authority that comes from being experts, but in a friendly and fun way.”explains Carol Maldonado, Brand Manager of Coches.net., in a statement. “We want to transmit our values with communication that expresses who we are: a brand that not only accompanies, but also sets trends and authentically connects with all people.”.
For their part, the agency points out that the campaign has sought evolve the brand with a renewed tone and style. Photography, a younger graphic image, or humor have been used for it. “Being a leader does not mean having to be conservative, and from Coches.net they have known how to be brave to do something completely different from what they had been doing in the past.”, noted Manasés Perales, Co-Founder and Creative Director of Coyote.
This is the first Coyote Reserva Creativa campaign for Coches.net, after winning an advertising contest organized by the company last November. The production of the campaign has fallen on Marriage Producesand photography in Carla del Toro.
It will have activations on television and in digital media with pieces of different lengths.
Technical sheet
- Advertiser: Cars.net
- Head of Marketing: Georgina Juan
- Brand Manager: Carol Maldonado
- Agency: Coyote Creative Reserve
- Creative Director: Manasés Perales
- Head of Art: Manuel Arranz
- Director of Creative Technology: Enrique Moreno
- Producer: Marriage Produces
- Executive Producer: Jorge Minguela
- Photographer: Carla del Toro
- Electrical boss: Sergio Bartivas
- Director: Sergio Beator
- DOP: Javier de la Iglesia
- Still photo: Javier Westt
- 1st Director: Danny Happy
- Production Manager: Elva Sanz
- Art Direction: Maite Camisón
- Styling: Cristina López
- Makeup: Sara Matia
- Music: Bosco Mesonero
- Sound Studio: The Lobby
- Editing and Postproduction: Fran García