Cazoo has launched a new marketing campaign which it says reflects its aim to build trust by improving transparency and reducing friction in the car search process.
The company says it wants to challenge the used car search status quo by working with franchised and independent dealers to build a better marketplace.
The new ‘Honestly, Finally’ campaign has launched with influencer marketing across Meta, TikTok, YouTube and programmatic ads, targeting 25- to 34-year-olds, who according to Cazoo research are among the most distrustful when it comes to looking for a used car.
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Cazoo says this is the first phase of a wider brand rollout, with a further dedicated campaign set to target a broader audience.
The overall campaign, developed in partnership with advertising agency Disrupt, is said to represent Cazoo’s largest brand investment under the ownership of Motors, and is due to be followed from next month by new product features.
Cazoo aims to recognise ‘great dealers’
Lucy Tugby, chief marketing officer at Cazoo, said: “Our ‘Honestly, Finally’ brand platform addresses the frustrations and anxieties many consumers, especially younger buyers, experience when purchasing a used car.
“It often feels like the used car search process wasn’t built to serve buyers. And it wasn’t really built to serve dealers either. It’s time we stop pretending these issues don’t exist.
“The first step is to reclaim consumer trust, which is why we’ve built our new brand platform around complete transparency. We’ve not fixed the market yet. But we’re committed to building, step by step, a platform with nothing to hide. That means giving buyers a better view of what sits behind a listing and being clearer with dealers about what good looks like.
“We also believe great dealers should be recognised and celebrated and on Cazoo we want to make sure they get the visibility and opportunity they deserve. When dealers are better supported, buyers benefit too, creating a healthier, more effective car search experience.”