Creative Campaign and Production: delivering a commercial impact so great that campaign needed to be paused to keep up with customer demand.

Car owners know the frustration of selling a vehicle all too well. Between the tyre-kickers, the roadworthy run arounds and the admin, it can feel like more trouble than it’s worth. We needed to educate the customer of the hassle-free alternative to the big players outspending our client.

Sell My Car had the antidote to the car selling anger: get cash for your car… FAST! This was a brand promise that no competitor could make.

With a foundation of brand differentiation, and strong insights in hand, our creative direction was lead by the strategy – leading to a bold way forward, one that resulted in a familiar face for our target audience.

Through the creative development process, we tested the use of a brand ambassador.

The face of Sell My Car needed to be notable enough to make the nation take notice, and provide some comic relief to the infuriating process of selling your car all by yourself.

We tested multiple comedians and personalities through research and the findings strongly favoured Aussie TV icon, Agro.

Yep, that Agro.

The fun-loving, straight-talking, sometimes-inappropriate puppet was back after 20 years of being stuffed in the sock drawer. His face was recognisable across generations, his status was legendary, and his irreverent sense of humour perfectly expressed the perils of selling your car without Sell My Car.

With our new furry friend, our content was created. Each part was an insight into the all-too-familiar experience of selling your car the old-fashioned way.