French auto giant Renault is the main shareholder in a new venture – Caradisiac.com – with the aim of becoming European leader in online used car sales. Other major investors in the start-up include merchant banks Nomura, ING Barings and Commerzbank.
In a TV and print campaign via Leo Burnett Paris, Caradisiac positions itself to consumers as an intermediary rather than a seller: “We're not here to sell you a used car, but to help you buy one,” proclaim the ads.
The advertising platform acknowledges and is designed to overcome two main hurdles. Firstly: consumers’ reluctance to believe what they see on the internet, coupled with a fear of conducting large transactions online. Secondly, the widely held public belief that no used car is ever a good deal.
The campaign confronts the first concerns head-on, one ad picturing a used car with its back wheel resting on a Bible with the strapline: “The truth, the whole truth and nothing but the truth.” Worries about the second hurdle are met by routing all purchases direct to dealerships or private sellers.
Over ten thousand used cars on sale at showrooms and dealerships across France are listed on the site, which is now expanding its coverage to vehicles on offer in Spain and Belgium.
News source: Advertising Age - International Daily