LONDON, UK – Fold7 has developed a new brand world and positioning for automotive marketplace Cazoo. It marks a relaunch for the online used car marketplace which is set to rebuild the brand and restore consumer confidence following its acquisition by MOTORS in 2024.
The new positioning tackles a market where consumers feel they need to be car experts due to the overwhelming number of choices. Given that people typically enter the market only every two to five years, it’s challenging to stay informed, and the risk of making a wrong decision on such a high-value purchase is significant. Cazoo positions itself as the “you” expert, leveraging its deep understanding of the car purchase process and the dealer landscape. The company’s new car search offering and app provide car buyers with simple, user-friendly access to over 200,000 used cars from dealers across the UK, making it easier to find the perfect vehicle.
Titled “The Right Car for Anyone,” the campaign shows how Cazoo helps people find just the right car to suit their lifestyle. Devised and executed in collaboration with Fold7, the new work is now available across online channels.
Central to the campaign is a distinctive, animated brand world. The film follows a series of colorful characters, each of whom found cars with Cazoo that obviously, and entertainingly, match their individual needs. These include Dracula, who drives a large black hearse-like estate car, a Big Foot couple in a spacious SUV jeep with camouflage paintwork, and a family of aliens in a sleek and shiny silver electric vehicle.
Fold7 partnered with Blinkink for the animation, and the film was directed by James Papper.
“At Cazoo, we are challenging the dominance of the current market leader. Our mission is to help our customers find the right car for them. Our brand repositioning shows how Cazoo is different because we aren’t just car experts, we’re also the ‘you’ experts,” Marketing Director Lucy Tugby said.
Dave Billing, Executive Creative Director at Fold7 added, “Unlike the Big Foot couple in our film, we think that blending into the background isn’t a great idea for brands. We wanted Cazoo to stand out from the sameness of the automotive category and defy a few prevailing codes. That’s why we chose animation, and a cast of drivers straight out of The Twilight Zone, to tell our story.”
The film will is now available on social media and YouTube. It follows an evolved visual identity developed by Fold7 which was unveiled prior to the campaign launch.
CREDITS:
Director: James Papper
Production Company: Blinkink
Executive Producer: Bart Yates
Producer: Sebastian Jowers
Colourist: Andi Chu – Electric Theatre Collective
Sound Design: Charlie Pelling
Executive Creative Director: Dave Billing
Creative Director: John Yorke
Creatives: David O’Brien and Chris Bennett
Producer: Emily Hendrey
Business Director: Lou Woolf
Senior Account Manager: Meg Hugill
Strategy Director: Buster Stonham
Media Agency: Impression Digital
Client: Cazoo
Director of Marketing: Lucy Tugby
Brand Manager: Vicky Paton
Graphic Designer: Lauren Mines
