Carwow launches ad campaign to enhance car-changing experience

Carwow has unveiled a new advertising campaign aimed at expanding its audience and connecting retailers with more consumers.

With the tagline “Car-change? Carwow,” the campaign underlines how even the smallest features on a vehicle can make a significant difference when trading up, helping consumers change cars with confidence.

Data from Carwow indicates that nearly half of consumers find the process of changing their car stressful.

To address this, the campaign includes a TV ad featuring Carwow brand ambassador Mat Watson, which will run in the UK from September 23 to October 27.

The ad will air on over 100 Sky channels, including Sky Sports, Sky Cinema, and Sky Atlantic, targeting major live sports events and prime-time entertainment for maximum exposure.

It will also be promoted on national radio and across Carwow’s extensive social media platforms - including YouTube, Facebook, Instagram, and TikTok - reaching over 11 million consumers.

In conjunction with its recent acquisitions of traffic-driving brands such as Auto Express, Carbuyer, evo, and DrivingElectric, this new campaign aims to connect Carwow’s retailer partners with high-intent consumers more effectively than ever.

The campaign will also extend across digital channels for these brands and their respective magazine publications.

According to Carwow, the top five features consumers desire when buying their next car include a rear-view camera, sun protection glass, a heated steering wheel, head-up display, and a body-coloured roof.

Ben Carter, chief customer & marketing officer at Carwow Group, stated: “Our job is to bring our retailer partners as many quality car-sellers and car-buyers as possible. We invest millions of pounds annually to ensure that people recognize Carwow as the place where car-changing happens.

“With 10 million people having used Carwow to help change their car, we’re excited to launch this new ad campaign to eliminate the stress from car buying and selling.”

The new campaign follows Carwow's September plate-change initiative, which ran from September 1 to 30, aimed at boosting retail demand for new cars.