Clutch Pokes Fun at Traditional Dealerships in New Brand Campaign
Grace Mahas — April 7, 2022 — Autos
Clutch, Canada's first and fastest-growing online retailer of used cars, has launched a new marketing campaign that pokes fun at the many shortcomings of the traditional used car dealership experience while demonstrating that there is finally a more user-friendly way to buy a used car. Keeping the customer in mind, Clutch priorities quality, transparency, and convenience, ensuring a positive car-buying experience that leaves customers feeling excited and confident about their purchase. To depict this message, the campaign features the iconic waving inflatable tube men, a signature feature at any dealership lot.
Performance Art, Clutch's creative agency, was hired to create the brand campaign, which will run across a variety of digital and broadcast platforms. “For our first brand campaign, we wanted to stay true to Clutch’s founding story. Clutch was born out of our founders' frustrating car-buying experience, and we know so many Canadians have experienced the same thing. As Clutch ushers in a new era for automotive retail with a vastly improved solution to buying and selling cars, we wanted to say goodbye to these hot air hucksters and all they represent”, says Kristen Skelly, Director of Brand at Clutch.
Image Credit: Clutch
Performance Art, Clutch's creative agency, was hired to create the brand campaign, which will run across a variety of digital and broadcast platforms. “For our first brand campaign, we wanted to stay true to Clutch’s founding story. Clutch was born out of our founders' frustrating car-buying experience, and we know so many Canadians have experienced the same thing. As Clutch ushers in a new era for automotive retail with a vastly improved solution to buying and selling cars, we wanted to say goodbye to these hot air hucksters and all they represent”, says Kristen Skelly, Director of Brand at Clutch.
Image Credit: Clutch
Trend Themes
1. Online Car Retailing - The success of Clutch as Canada's first and fastest-growing online retailer of used cars taps into the increasing trend of online car retailing, presenting opportunities for further innovation in the online car buying experience.
2. Disruption of Traditional Car Dealerships - Clutch's new marketing campaign criticizes traditional used car dealerships and presents an opportunity for disruptive innovation in the car dealership industry, such as a shift towards transparent pricing models and user-friendly car buying experiences.
3. Digital Marketing for Automotive Retailers - Performance Art's creation of Clutch's brand campaign showcases the increasing importance of digital marketing strategies for automotive retailers, highlighting opportunities for innovation in creative branding and targeted advertising campaigns.
Industry Implications
1. Automotive Retail - As Canada's first online used car retailer, Clutch's success presents a disruptive innovation in the traditional automotive retail industry by offering a convenient, user-friendly alternative to brick-and-mortar dealerships.
2. Creative Agency - Performance Art's successful creation of Clutch's brand campaign illustrates the increasing importance of creative agencies in developing effective marketing strategies for businesses in the automotive and other industries.
3. Digital Marketing - Clutch's new marketing campaign highlights the importance of digital marketing in the automotive industry and presents opportunities for innovation in the development of targeted and engaging online advertising campaigns.
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