ABOUT

Summary:
Launching CarBravo, a challenger used car brand, against established giants like CarMax and Carvana (with 98% awareness and budgets 10x ours) meant we couldn’t compete on spend. So, we chose to compete on joy. Barbie was EVERYWHERE. The bad? People were selling used Barbie Dream Cars for 10x their price. We bought them and resold for fair prices, just like we do our real cars. Using fun vs. typical hard-sell tactics of the category, we drove $2.3 million in real life used car sales introducing people to our “unexpectedly better car shopping experience” by creating a breakthrough cultural moment.

The Challenge:
Launch CarBravo, a used car brand, in a crowded category with a historicallyshady reputation against budgets 10x ours.

The Insight:
Constantly trying to avoid deceptive and unfair pricing takes the joy out of used car shopping.

The Idea:
Barbie was EVERYWHERE, and all about joy. But people were unscrupulously selling used Barbie toy cars for 10x their value.

Bringing the Idea to Life:
CarBravo bought used Barbie toy cars at inflated prices and resold them at fair prices, just like our real cars.

The Results:
Drove $2.3 million in real-car sales (91x ROI), a 32% increase in consideration and 12x views to our real inventory.