Carvana is launching a new TV spot that takes viewers on the car buying journey, from online/mobile shopping, fast and easy financing approval and remote next-day touchless delivery.
Including fresh content shot in eight markets around the country, sourced from employees and those in the field, the ad is a response to the pandemic-influenced competitive pressures of the automotive market and highlights how Carvana is the pioneer in automotive ecommerce.
Earlier this year, before the pandemic took hold, Carvana was already the largest advertiser promoting 100% online car buying with home delivery, says Ryan Keeton, Carvana co-founder and chief brand officer.
“However, as the industry discovered consumer preferences shifting toward online buying and touchless delivery, other auto retailers have made their best attempts at offering services similar to ours,” Keeton tells Marketing Daily. “But we're here to tell you that there's a difference, and experience matters. We built Carvana because we believed there was a better way to buy a car -- and we've been delivering that experience to customers from the beginning."
The entire ad was conceived, developed and edited with the Carvana in-house creative agency team amid quarantine. Carvana used almost entirely employee-only resources to produce a completely new TV spot as traditional dealerships attempted to position themselves as online auto retailers.
The spot debuted nationally starting June 18 on national cable and multiple digital channels. Horizon handled media planning and buying. The effort includes work for additional channels like social media.