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Background

carwow is an exciting, established innovator in the automotive space, having revolutionised the car-buying process for consumers for many years. The brand came to Boldspace to make inroads into the well-established set of industry commentators who have dominated the airwaves and demonstrate that the brand is not only providing major benefits to its customers – it knows the market better than anyone.

To do so, we first needed to define how carwow’s partner logos should be expressed visually within consumer advertising, before repositioning and redefining dealer-facing brand communications and business strategy.

How We Got There

To achieve carwow’s goal of increasing both sentiment and market share among consumers and dealers, we shifted their approach from emphasising comparison to prioritising curation. We thus positioned the brand as the top matchmaker in the market, connecting buyers with dealers only when there was a strong fit. For dealers, we emphasised carwow’s digital expertise and support, positioning it as a driving force in the automotive industry’s digital transformation.

We demonstrated carwow’s expertise by implementing a proactive press office and leveraging its knowledgeable spokespeople by releasing constant commentary to the market through key media.