Following GM’s initial launch of the CarBravo used car platform, MRM Detroit has unveiled a new end-to-end campaign that aims to tap into the emotions that accompany every step of the used car purchase journey. With its new campaign, CarBravo seeks to revitalize the entire used car experience with the concept of “usedphoria” — a unique blend of confidence, security, happiness and trust. Through a keenly targeted and data-driven marketing approach, CarBravo intends to invoke this positive emotion at each and every step of the shopping, buying and ownership journey, targeting an audience of nearly 9 million in-market used car shoppers.
As GM’s inaugural campaign for CarBravo, “Usedphoria” captures the fun and relentlessly positive attitude of CarBravo at every touchpoint. Leveraging the strengths and expertise of the IPG network, MRM led the marketing strategy and campaign development, while FutureBrand created the brand mark and Weber Shandwick managed social efforts. The launch successfully infused the market with personality and purpose, extending to various elements such as POS materials, brand tone, original photography, a new website and more.
CarBravo goes beyond certifying and selling used GM vehicles by offering the same assurances for a wide range of makes and models, including those typically competing with GM. This unique approach supports shoppers throughout their entire journey, from searching for a used car to finding, purchasing and even selling their previous vehicle. With CarBravo locations expanding weekly, the launch is strategically timed to meet growing demand as inventory continues to increase.
The creative campaign was launched across multiple channels, including online video, paid social, organic social, web, streaming audio, OLA, paid search, streaming and addressable TV. This ensures that the right message reaches the audience at the right time, regardless of where they are in their used car purchase journey.