How do you make your brand relevant when it is a very transactional, used only once-in-a-few-years kind of a brand? Truebil, a used cars marketplace faced this exact challenge. The need for selling your car or buying a used car comes in your life once in a few years. When the competition is very high with players like Cars24 and Gaadi Dekho already in the market, it was essential that the brand built an emotional connect with the audience. Father’s Day gave them the right opportunity, making it our campaign of the month
Using the insight that men treat their cars like their own children, they personified the car to play the role of an elder, favourite son of the father. While the elder son is established through a voice over and nothing more, it’s a pleasant surprise to see the car in the end. The narrative speaks about the smaller moments where men show how much they love their cars like being happy while seeing the photo of the car or giving a ‘spa-treatment’ every time the car was dirty. In a market that has been talking only transactional, like the amount of time it takes to sell the car, getting the best price for used cars, ensuring the transfer of name is quick and easy, Truebil manages to put a smile on our faces.
- It’s easy to build an emotional connect when you draw into human insights
- The brand does not need to always mention what it does, in order to get noticed