Clutch, one of Canada's fastest growing online car retailers, recently launched the second iteration of the 'Deflate the Dealership' campaign with "a more provocative twist." With the brand campaign, Canadians are shown that there is now a better way to buy a used car without the pitfalls of traditional used car dealerships. Dealership lots all over the country are captivated by the iconic waving inflatable tube man-the face of the campaign.
As an extension of the Deflate the Dealership campaign, Clutch has also released its first OOH display. The cheeky display can be seen on billboards across Saskatoon. "For us to be able to continue to grow, we need more Canadians to know who we are and what we do," Kristen Skelly, director of brand marketing at Clutch, stated.
Online Car Retailer Campaigns
Clutch Launches the Second Iteration of 'Deflate the Dealership' Ad
Trend Themes
1. Online Car Retail - There is a disruptive innovation opportunity to expand the online car retail industry by offering an omnichannel shopping experience to provide increased convenience for the customers.
2. Alternative Car Buying Experience - There is a disruptive innovation opportunity to explore and experiment with novel ways to create a hassle-free car buying experience, for example, by using engaging, immersive media content in billboards that emphasizes the unique selling propositions of online car retail.
3. Digital Marketing in the Automotive Industry - There is a disruptive innovation opportunity to make use of emerging trends like social media marketing and influencer collaboration to effectively market online car retail to a new customer base and engage them to know more about the brand and services that online car retailers offer.
Industry Implications
1. Automotive Industry - There is a disruptive innovation opportunity to create a new sub-segment in the automotive industry by offering a comprehensive online car retail service that could meet the changing needs of modern-day consumers looking for an alternative way to buy and sell cars.
2. Advertising Industry - There is a disruptive innovation opportunity to explore out-of-the-box media campaigns appealing to millennial and Gen Z consumers that highlight the unique traits of digital car retail such as personalized shopping options and flexible return policies.
3. Technology Industry - There is a disruptive innovation opportunity to leverage AI powered virtual showrooms and immersive media to make the online car retail experience more engaging and provide customers a real-world view while also delivering more customization options and better value compared to traditional car retail.