NEW TECH DISRUPTOR CAZOO LAUNCHES FIRST NATIONAL MARKETING CAMPAIGN

Aiming to disrupt the way the UK buys used cars, Cazoo has embarked on an ambitious plan to take the business from startup to household name.

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Feb 12, 2020
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Used car startup Cazoo is on a mission to promote car buying confidence across the UK with a multi-million pound marketing investment aimed at disrupting the used car market.

It’s not often that an agency gets the opportunity to help shape a brand of this scale from the ground up, but that’s exactly what ENGINE have done. Having been involved with Cazoo right from the start, the agency has helped design everything from the logo to brand colours to staff uniforms and, of course, Cazoo’s national launch campaign.

The latest venture from Alex Chesterman, founder of Zoopla and LoveFilm, Cazoo is seeking to transform the way the UK buys used cars, by treating the entire process of buying a used car online – with free home delivery and a 7-day money-back guarantee – just like buying any other product today.

Launched in December, Cazoo already is delivering on its promise of better selection, value, quality and convenience to used cars buyers across the UK, having sold hundreds of cars in its first few weeks. Every Cazoo car has been through a 150-point inspection and been fully reconditioned by Cazoo and comes with a free comprehensive 90-day warranty and RAC roadside assistance, giving buyers total peace of mind.

Cazoo buys only the best cars and invests hundreds of pounds reconditioning each one to the highest standards as it believes that everyone deserves to feel confident when buying a used car, and the TV ads and radio spots as well as the print and outdoor creative centre around the campaign idea “Cazoo Yeah!”, which celebrates how it feels to buy a used car from Cazoo.

Cazoo will be advertising across all ITV channels and Global Radio stations with out of home covering thousands of sites in some of the UK’s busiest transport and leisure environments as well as taxi advertising across five major UK cities. The TV and radio campaign launched on 1 February with out of home and taxis ramping up over the coming weeks, designed to reach 85% of all UK adults within the first month.

Darren Bentley, Chief Customer Officer of Cazoo said, “Our vision is to build Cazoo into a household brand that is famous for an exceptional customer experience. Used car buying is one of the last consumer categories left to disrupt and the marketing investment we have committed clearly demonstrates our ambition for the business and joy we want to bring to our customers.”

Read Marketing Week’s interview with Bentley here https://www.marketingweek.com/startup-cazoo-bet-marketing/


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ENGINE

ENGINE is a Future company. We see the world as divided into those who are disrupting and those who are being disrupted. In the connected age technology is changing the relationship between brands and consumers; the ubiquity of mobile devices, always on connectivity, and direct access to brands and their products, services, and support has redefined what we expect and how we want to engage with them. So we’ve built a company to help both sides of the divide. We are a full stack consultancy, technology, insight, data, brand and experience, and advertising and communications company.

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