CarLotz ‘flipping the script’ on used-car connotations with first ad campaign

RICHMOND, Va. – “Your mother is a used-car salesman.”
No, that’s not meant to be a lunchroom jab out of your grade-school days.
Quite the reverse, the truth is.
It’s really only one instance of the messaging from CarLotz’s first main model campaign, which goals to debunk pre-conceived notions about pre-owned and emphasize that “it feels good to be a used-car individual.”
And that’s whether or not you’re shopping for or promoting a used automotive, each of which customers — together with our beloved mommas — can do by means of CarLotz.
Other examples of messaging in the campaign shared by the firm embody “It’s model spanking used!” or “The smartest technique to promote your automotive is to let another person do the work” or “It’s a model used day.”
The used-vehicle consignment and retail remarketing enterprise launched this campaign in early August, starting with out-of-home, radio and digital spots – with plans so as to add TV, further video content material, sponsorships, native activitations, influencer advertising and marketing and in-hub shows.
The campaign is operating in the Atlanta; Charlotte, N.C.; Chicago; Dallas; Denver; Nashville, Tenn.; Orlando, Fla.; Richmond, Va.; San Antonio; Seattle; St. Louis and Tampa metro areas.
“This campaign is all about flipping the script on what it means to purchase used. We need to flip ‘used automotive’ right into a badge you put on with delight,” CarLotz chief advertising and marketing officer Michael Chapman stated in a information launch.
“This work is a direct reflection of the delight our staff and our friends really feel working with CarLotz. There is one thing particular about the individuals who purchase and promote at CarLotz. They know the true worth of getting used they usually adore it,” he continued. “At the finish of the day our job is to plant a flag in the class, proceed to place the worth again in the arms of consumers and sellers and remind those who, ‘it feels good to be a used automotive individual.’”
Arts & Letters, which relies in CarLotz’s dwelling market of Richmond, Va., led the technique and inventive for the campaign. Media planning and shopping for is led by Noble People, with Familiar Creatures main the social.
“From the floor up, CarLotz is an organization constructed round placing folks first,” stated Andy Grayson, director of technique at Arts & Letters Creative Co. “So, once we checked out the class and noticed that everybody else was centered on their course of, we knew the proper factor to do was to make the technique all about folks and the delight they really feel shopping for used from CarLotz.”

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