• Strategy & Planning
  • PR
  • Digital
  • Creative
  • Brand Activation

Growing a challenger brand

Finding a clear point of difference for a challenger brand in a crowded marketplace.


In a competitive market, full of shouty new entrants and major players with big TV budgets, there was a clear need to find a way to cut through and show that this offer was different. The key was to grow engagement with the brand, in order to generate more appointments and more car purchases.


Helping WWAC bring their open, hassle-free proposition to the market in a creative way would give consumers the tools and knowledge to get more accurate valuations.

Quickly recognising that transparency in their car valuations was a genuine point of difference, this began to inform our integrated campaigns, while work also continued with identity development, PR, Social Media, content creation and digital marketing.

All our activity has a strong call to action to point customers to the website to enter their registration number and book an appointment at one of 70 branches nationwide.

We set out to change the face of branch launches which was demonstrated at Portsmouth. Our out-thinking approach led to the appointment of James ‘The machine’ Wade, an international darts champion, and former motor mechanic.

Anyone taking their car in for a valuation during the promotional period would get the chance to compete against James in a unique darting challenge.
We’ve also supported We Want Any Car with a charitable campaign for Barnado’s, which saw the brand donate unwanted toy cars to help children in care.


Record numbers

More people attended the event than any other launch, proving the popularity of darts as a great fit for the customer base.


Understanding the frustrations customers face when selling to car-buying sites enabled us to stand apart and promote more transparent valuations, ensuring they leave our site more satisfied with the result.

For more information about our Automotive expertise, visit our specialist hub.

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