Creative Campaign, Content Production, Project Management, Photography, Retail & Sales Materials
TradeRev is a revolutionary online automotive auction service that gives dealers the ability to bid on used cars from anywhere in North America rather than relying on the in-person auctions of yesteryear. It’s the first service of its kind, which can be particularly challenging when it comes to getting dealers, who are most comfortable with the old way of doing things, to change their existing behaviour. In an industry where mistrust is already a problem, how do we get dealers excited and confident enough to switch to a new tech solution?
The Garden designed a growth campaign targeting both B2B and B2C audiences, leveraging the one emotion stronger than FOMO (fear of missing out): FOBL (fear of being left behind). The message was simply that if you don’t get with the times, you’ll be left in the Stone Age - whether you're a dealer with the need to move more metal or a consumer who wants the reassurance of a better price for their trade-in.
The strategy paired with original creative drove desired behaviour change for product sign-ups (including engagement) and retention. Throughout the course of the campaign, TradeRev benefited from new sign-ups 42% above target, translating to over $1 million dollars in value. We also re-engaged over 3,000 lapsed clients, worth over $6.5 million dollars - a combined total of more than $8 million dollars in annual incremental revenue.
- Mark Endras, Co-founder - TradeRev