Cazoo has launched a new brand platform, ‘Honestly, Finally’, as the used car marketplace prepares to go up against the market leader and tackle the industry’s biggest challenge: building buyer trust by radically improving transparency and reducing friction in the car search process.
The nationwide social first campaign launches today, leveraging influencer marketing across Meta, TikTok, YouTube and programmatic ads, targeting 25 to 34 year-olds, who are among the most distrustful when it comes to looking for a used car, according to research commissioned by Cazoo of 2,000 used car owners.
‘Honestly, Finally’ marks the first phase of a wider brand rollout. Alongside this creative, Cazoo will be launching a further dedicated campaign targeting a broader audience. Together, these represent Cazoo’s largest brand investment under Motors’ ownership, reaching multiple audiences across a broad mix of digital channels and partnerships, including Official Sleeve Sponsor of Brentford FC.
As a car marketplace with nothing to hide, Cazoo is taking a deliberate departure from glossy car search advertising. Under the new ‘Honestly, Finally’ brand platform, developed in partnership with advertising agency Disrupt, the brand’s new rebel creative instead highlights the frustrations many consumers experience when buying a used car.
With the used car search market dominated for many years by a single player, with little incentive to challenge the status quo, Cazoo is aiming to change this by working with franchised and independent dealers to build a better marketplace, one step at a time.
In tandem with the ‘Honestly, Finally’ brand platform, from next month Cazoo will introduce new product features.
Lucy Tugby, Chief Marketing Officer of 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.”