General Motors’ CarBravo brand is aiming to
connect with potential customers who are attending the Detroit Auto Show, which runs through Jan. 20.
The used vehicle company and its agency, MRM Detroit, aim to put some personality and fun
back into the car shopping experience.
CarBravo is blanketing downtown Detroit outside of the Huntington Place Convention Center with 1,000-plus toy-sized pop-up shops. About 800,000 people attend the auto show in Detroit annually, according to the agency.
“CarBravo is all about delivering a unique used car experience, and getting our message out via a thousand toy cars during Detroit’s biggest auto week is definitely unique,” says Steve Wineman, marketing and advertising manager, GM’s CarBravo.
Launched in 2022, CarBravo was created by GM to help reinvigorate and elevate the entire used-car experience. Consumers can choose from an array of makes and models with GM-backed certification. Consumers can shop online or in-person.
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MRM is part of McCann Worldgroup and the Interpublic Group of companies. McCann lost the Chevrolet portion of its General Motors account last June after review, but retained the CarBravo business.
The auto show activation features the 1:64 scale, toy-sized cars, SUVs and trucks along with a special QR code. When scanned, the code directs auto show enthusiasts to begin searching for their desired vehicle type at metro Detroit-area CarBravo dealers.
The activation is a creative extension of CarBravo’s Cannes Lion-winning commerce play from 2024. In that campaign, Car Bravo acquired highly inflated, used Barbie toy cars (because of the Barbie mania at the time) and sold them at reasonable prices — just like the full-sized vehicles on their site.