We're breaking hearts on the motorway, so you get better stock

This July, we’re asking drivers to break up with their cars to bring even more quality stock to our dealer partners in our daily auctions.

Carwow wouldn’t be Carwow without a dependable flow of quality stock to our auctions. That’s why we’ve invested in an out-of-home (OOH) advertising campaign to bring dealers even more quality stock this year. We’ll be reaching sellers through automatic number-plate recognition (ANPR) at motorway service stations, plus on our digital channels like Facebook, Instagram, YouTube, email marketing and on-site.

The idea? Get consumers to end 'the fling' with their cars

Like everything we do, this campaign is built on insights. People decide to end things with their car for all sorts of reasons. From selling to upgrade to a new car to selling because they no longer need a vehicle, it’s not why you sell that’s important – it’s how. 

“Our research shows that 68% of sellers feel emotional distress throughout the car selling process, so by engaging potential sellers earlier in the ownership journey with compelling reasons to sell with us, we give drivers a reason to end their current car ‘fling’ and move on to the next one with Carwow.“ says Carwow CMO, Ben Carter. 

The break-up starts at the pumps

'The Fling' went live on 13 July and runs at motorway service stations across London and the South East until 23 August. It uses automatic number-plate recognition (ANPR) to scan cars as they pull in, and only shows an ad to drivers of vehicles that hit the sweet spot for used sales: five years old or under, fewer than 40,000 miles, worth more than £15,000, and with no more than two previous owners.

If a car qualifies, its driver gets served a Carwow ad with one of our break-up lines, "It's not you, it's me" among them, inviting them to sell rather than settle. We expect to serve over 1.1 million of these hyper-targeted ads every week.

Better sellers, better stock for you

Better-targeted sellers mean better stock for you. 'The Fling' is designed to increase the volume of retail-ready three- to six-year-old cars entering our daily online auctions, the exact age and mileage bracket that moves fastest on forecourts. More of that stock in the mix means faster access to the vehicles you're already trying to source.

Ben Carter, Global Chief Customer, Marketing and Media Officer at Carwow, put it like this: "There are over 9 million car changes every year in the UK, and we want to help match more of our dealer partners with high-intent consumers, so we are finding new, innovative ways to reach them."

It doesn't stop at service stations

'The Fling' is one part of a wider multi-channel push across trade and consumer channels, including Southern and South Western railways, LeShuttle, social media and the leading motor trade titles. Trade and consumer audiences will be seeing Carwow in a lot of places over the coming weeks, and every one of those touchpoints is designed to bring more sellers, and more stock, your way.

Keep an eye on your daily auctions over the next few weeks. The mix is about to get better.

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