MOTORS has launched a multi-channel brand advertising campaign to promote buyer consideration of its Cazoo marketplace.
Animated adverts, produced by Fold7, targeted at in-market buyers have already launched on YouTube and will shortly roll out on TikTok along with other social media platforms. This takes place alongside expanded sponsorship activities with the British Motor Show and Brentford Football Club where the campaign will take on a live element.
The integrated campaign, which features the Right for You brand promise, is designed to establish Cazoo’s position as a challenger marketplace building on its high consumer awareness, but with a strategic focus on increasing buyer consideration.
MOTORS’ Marketing Director Lucy Tugby said: “Since acquiring the Cazoo brand in 2024 we have completed a successful pivot from digital retailer to challenger marketplace. We promised we would support our dealer partners with strategic investment to unlock the value of the Cazoo brand for them and that is what we are now delivering.
“Our ad campaign across YouTube and TikTok will be supported by live activations, PR and influencer engagement and ongoing platform innovation – all with one clear objective: to build a trusted and highly considered used car search brand.”
Central to the advertising campaign is an animated advert which breaks from the traditional live-action mould of the sector, with a full length 30-second ad supported by 20, 10 and 6-second cutdowns.
The advert uses three humorous animated scenarios – featuring Dracula, Bigfoot and an alien family – to show how Cazoo enables everyone to find the car that perfectly fits their needs.
Tugby added: “At Cazoo, we are challenging the dominance of the current market leader. Our mission is to help people find the right car for them. This integrated campaign will support our new positioning and build the emotional connection needed for car buyers to choose the all-new Cazoo.
“We are being forensic about how we invest. It’s not about spending big; it’s about spending smart to deliver optimum value to our dealer partners. This is a digitally-led, insight-driven approach that will build long-term brand equity and drive measurable impact for our partners.
“Our adverts on YouTube and TikTok, both powerful channels for engaging in-market consumers, will reach them from the start of their car buying journeys.
“We’re using animation and original characters to build a distinctive Cazoo World that makes car search exciting, intuitive and memorable by starting with the specific needs of buyers. It’s about standing out from the crowd while driving customer consideration and delivering on our Right for You messaging.”
The campaign is also being brought to life through real-world brand experiences.
As well as being the headline sponsor of this summer’s British Motor Show, Cazoo will host the Cazoo Family Zone, where visitors can step into the animated ‘Cazoo World’ for themselves, engaging with the characters from the advert and explore digital experiences that mirror the campaign’s creative.
Cazoo is also the new official sleeve partner for Brentford Football Club. Its branding will feature on the sleeve of all playing and training kit for the Premier League’s men’s first team from the start of the 2025/26 season and the campaign will feature in pitch-side advertising and activations.
