Usedphoria

GM's CarBravo Introduces "Usedphoria" into Every Step of the Used Car Journey with New End-to-End Campaign from MRM

Following GM's initial launch of the CarBravo used car platform, MRM Detroit has unveiled a new end-to-end campaign to dial into the emotions associated with every step of the used car purchase journey. With newly launched creative this week, CarBravo aims to reinvigorate the entire used car experience with 'usedphoria' — a rare combination of confidence, security, happiness and trust with a dash of glee. A keenly targeted and data-driven marketing approach aims to introduce that positive emotion across each and every step of the shopping, buying and ownership journey to an audience of nearly 9 million in-market used car shoppers. The creative will launch across online video, paid social, organic social, web, streaming audio, OLA, paid search, streaming and addressable TV to deliver the right message at the right time, no matter where they are on their journey.

This creative serves as the new brand’s official launch after GM’s inaugural announcement of CarBravo. As an entirely new business proposition and brand for GM, CarBravo feels fun and relentlessly positive at every touchpoint, all the way down to literal smile in its brand mark. Because the brand was built from scratch, we had a unique opportunity to leverage fully the strengths and expertise of the IPG network (MRM leading the marketing strategy and full campaign development; FutureBrand for the brand mark; Weber Shandwick on social) on behalf of GM to launch this amazing brand and penetrate the market with personality, purpose and usedphoria. That feeling also plays into the broader brand experience, in everything from POS materials at participating dealerships, brand tone, original photography, a new website, and beyond. Rather than just certifying and selling used GM vehicles, CarBravo uniquely offers the same assurances on a wide array of makes and models—even those that are typically GM’s competition through online and in-person shopping. This new kind of used relationship supports shoppers throughout their entire journey. From the moment someone is in the market for a used car, through finding it, through selling their other car, and well into ownership. And with CarBravo locations popping up weekly, the launch is perfectly timed to drive more demand as inventory continues to grow.