Ben Carter, a member of the Association’s Competition Jury, presented a major Carwow
marketing campaign built around the idea that changing a car is often connected with wider
changes in people’s lives.
The “car-changing is life-changing” campaign was launched in September 2024 and
positioned Carwow as a destination for consumers at different stages of the vehicle
ownership journey.
The campaign reflected a broader development in Carwow’s business. Rather than focusing
exclusively on helping consumers research or purchase new vehicles, the company had
expanded its activities across buying and selling cars and supporting automotive retailers.
Carwow initially launched the campaign across national radio and more than 100 Sky
television channels, including major sports and entertainment programming. The campaign
was subsequently extended across newspapers, radio, podcasts, social media and other digital
channels.
The strategy demonstrates how a brand can reposition itself as its underlying business model
develops.
Instead of communicating only individual products or services, Carwow sought to establish a
broader connection between its platform and the moments that lead consumers to reconsider
their mobility needs — such as a growing family, a new job or other changes in lifestyle.
The campaign also followed Carwow’s acquisition of several automotive media brands,
including Auto Express, evo, Carbuyer and Driving Electric, expanding the audience and
media capabilities of the wider Carwow Group.
The initiative provides an example of how marketing strategy, customer insight, media
investment and business development can be combined as part of a broader growth strategy.
Ben Carter serves on the Competition Jury of the Association of Certified Professionals in
Marketing, Sales & Business Development.