We Will Buy Your Car Campaign
We Will Buy Your Car Campaign // OpenRoad will buy your car, even if you don’t buy from us. Sell us your car, no matter the make or model, and receive quick payment. We’ll even do all the homework, so it’s that easy. Skip the hassle of selling privately and enjoy a stress-free experience with OpenRoad Auto Group.
Situation & Opportunity
In the middle of the pandemic, many car manufacturers lack the manpower and the materials to create more vehicles to ship across the globe. That in-turn creates a shortage in supply for OpenRoad. To resolve the shortage issues, OpenRoad decided to launch a new campaign to gain more used cars to sell.
Research & Strategy
With a few market research, my team and I narrowed down a tight set of competitors, Dilawri, Clutch and Canada Drives. With these competitors in mind, this campaign needs a visual presence but correlates to the current OpenRoad branding.
My team and I initiated pilot tests to see the results of the type of people bringing in cars to trade in or sell. From this, we found stigmas surrounding trading in and selling to dealerships. With these stigmas in mind, we focused on the benefits of selling your car to OpenRoad, advertise Club OpenRoad Points which add benefits to existing OpenRoad consumers.
Solution & Outcomes
There were a few problems that hindered the design process. Firstly, Canada Drive and OpenRoad visually have a similar font, brand colour, and the same market that OpenRoad is targeting. Secondly, the board of directors is looking for a visual representation and wants a universally applicable creative for the brands OpenRoad carries. Therefore, I could not use pictures and imagery that specify a car brand.
To solve the issue, I had to create a custom type to be used as the headline, but using the same OpenRoad blue. To further differentiate from Canada Drives, I used a black background to create a fresher and younger look to the campaign. Furthermore, the benefit of using text-based creativity is the flexibility of the format. The logo can transform horizontally and vertically depending on the assets used.