THE CHALLENGE
Through customer and client research, our group had to define and develop a disruptive strategy to market the CarFling brand and their digital car selling solution, an application.
CarFling, our brand challenge group's client, was working on a solution to potentially simplify and streamline the car sales industry; making it easier to "break-up" with your car. CarFling wanted a disruptive user-focused marketing campaign that is ready to launch and that showcases their value proposition of efficiency, convenience and value.
THE APPROACH
Understanding the challenge and users
Surveys
Competitor analysis
Fieldwork
Usability testing [on existing car selling applications and platforms]
Various types of research were conducted to not only explore the users and their pain points but
to also validate or invalidate any prior assumptions made about the market.
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From our initial research, we gathered the following overarching problems:
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Our research helped us to establish our target audience and personas. For each person, we came up with a summative insight relating to the idea of relationships (playing on the 'fling' aspect of the CarFling brand name).
These personas were used to set up a customer journey wave line from which pain points and opportunities within the current car sales industry/experience could be assessed.
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Finally, we could use all of the findings gathered from our research to establish our Get-To-By (statement of strategic intent) which acted as the driving force behind our campaign.
THE SOLUTION
"Selling your car shouldn't be complicated, it should be CarFling."
Through our investigation of the pain points within the current car sales industry, our campaign tried to empathise with the user and show them just how easy and seamless the process of selling a car can be if the CarFling application is used; hence our campaign line “selling your car shouldn’t be complicated, it should be CarFling.”
Our marketing campaign was thus led by our communication objectives of empathy, simplicity, effortlessness and lively/refreshing interactions - approaching the market with a transparent and witty tone. Our marketing campaign consisted of prints ads, radio ads, social media posts, a microsite and a mobile car photo booth.
The microsite hosts key service information for the user and acts as an additional communication channel between the user and the brand.
This site incorporates a section called "Share your horror stories" where users can enter their bad car selling experiences to potentially be used for the next campaign; simultaneously allowing for CarFling to collect even more data on user experiences (sales industry pain points).
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The final prototype of the website can be viewed below:
CarFling Microsite
CONTRIBUTIONS
User & Design Research & Implementation thereof
What I contributed to the project:
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• User & design research and analysis
• Microsite information architecture, wireframing & testing
• Marketing campaign idea generation
• Marketing strategy input
• Personas and customer journey waveline
• Radio and print ad script input
• Ideated with the iconic campaign line "Selling your car shouldn't be complicated, it should be CarFling"
In collaboration with:
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• Marketing
Isabella Polkinghorne, James Lawrie, Daniel Scholtz, Sarah Stapelberg, Gadija Kaprey, Gloria Hountondji
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• Creatives
Dee Geyser, Jeanelle van der Merwe, Erin Kemper, Megan McGrath
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• UCD
Kayleigh Stadler