Concept & copy for OOH ads

01 — Background

Carwow is one of the UK's leading online car marketplaces. Following a refreshingly modern rebrand, the business wanted to drive brand awareness around its Sell My Car offering to new audiences.

The brief? Get Carwow's name and new brand out into the public eye in a humorous, clear, and exciting OOH campaign.

Oh, and the campaign was going live right around Valentine's Day.

02 — My role in this project

We wanted to capture the emotional side to selling a car. For many people, their car takes on a persona. Some name their cars, others call their cars names, but the truth is that every car owner has a relationship with their trusty steel steed.

'The Breakup' campaign leant into this truth. We positioned selling your car as a breakup – one which was made bittersweet by getting a great price for your old car on Carwow.

The campaign needed to rely on existing stock imagery, so we had to get creative with how we were going to position our messaging. I wrote the copy across the campaign, from OOH posters to paid social media amplification and beyond.

The ads ran on digital screens at bus stops, by the roadside, and print ads on London tubes and trains across the country.

The campaign was a hit, gaining coverage on Creative Brief, Marketing Beat, and PR Week, and importantly also met its brand awareness uplift goals!