Motors has launched a multi-channel brand advertising campaign for Cazoo.
The animated ad, produced by Fold7, targeted at in-market buyers have launched on YouTube and will shortly roll out on TikTok along with other social media platforms.
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.”
The integrated campaign, which features the Right for You brand promise, aims to establish Cazoo’s position as a challenger marketplace building on its high consumer awareness, but with a strategic focus on increasing buyer consideration.
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 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.”
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.