CARS24 and its head of marketing, Amy de Groot, have made waves in Australia with its disruptive approach to marketing with the used car buying platform.
The platform and de Groot have taken out multiple industry awards for its “Look Up” car delivery stunt and marketing leadership in the technology sector.
With a fearless approach to breaking away from the stuffy and untrustworthy used car category mould, CARS24 is shaking things up and turning heads in all the right ways.
The “Look Up” experiential marketing campaign, which was conceived by boutique Melbourne-based marketing agency Milkman, We Are Different, and executive event producer Michal Frydrych to celebrate the launch of CARS24 7-day delivery. It has also won several media trade awards.
The multifaceted campaign set out to prove to the public how serious CARS24 were in transforming the used car buying process with speed and convenience.
Helicopters were enlisted to parachute cars into high-foot traffic areas, including shopping centres and recreational hubs, where scannable QR codes linked to a $1000 voucher giveaway were built for database acquisition and lead generation. Live radio reads, recorded from the chopper running across the Nova network, encouraged Aussies to look up and take action.
Whilst influencers also helped extend the campaign online,Australia’s favourite content creators, The Inspired Unemployed, became CARS24 first-ever air car-cierges – promoting the speedy delivery service to their 1.4 million followers.
The experimental campaign had an immediate commercial impact on the startup and reached over 160 million people across Australia, South East Asia, and India.
“It was bold, it was brave, and it worked,” de Groot said of the campaign. “Our Australian-first helicopter car delivery made Aussies look up and take notice of CARS24 in a disruptive, engaging, and impactful way. It not only drove significant media results, but it had a tangible business impact – leading to new organic traffic and sales. The awards speak for themselves, along with the team involved.”
In addition to the campaign’s success, de Groot also received recognition from media trades.
Under Amy’s leadership CARS24 implemented a customer-centric approach to marketing that resulted in higher engagement and conversion rates, introduced new marketing channels, and significantly increased brand awareness and reputation within 6-months, all of which contributed to business growth and improved commercial results.
de Groot was also recognised for her commitment to advocating for mental health with particular focus on the workplace. She has brought much needed awareness of the misunderstood diagnosis and advocated for the cause through speaking opportunities around Australia including PWC, Deloitte, KPMG, American Express and more. She also participated in the award-winning documentary “How to Thrive”, released in October 2022.
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Top image: Amy de Groot