clutch
creative • strategy • production • post-production
broadcast spot
the legit way
to buy and sell
cars online
Clutch is a digital platform to buy and sell cars. And while nearly 90% of Canadians start their research online, they just end up at the dealership to purchase. But who can blame them? The internet is a crazy place to do business. Lowball offers, creepy DMs, sketchy communication. Total bad rep. We needed to change perceptions and prove Clutch is a legit way to buy and sell cars online.
building credibility
We dialed in on why people are hesitant to buy and sell their car online—like sketchy meetups—to reveal Clutch as the winning solution. And to prove Clutch’s credibility, we leveraged their partnership with the NBA to feature Toronto Raptor Kelly Olynyk using Clutch, to show every Canadian can too. The campaign also ran during NBA playoffs to further our reach and credibility.
poking fun at perceptions
We created a 30 second OLV and CTV spot —with 15 and 6 second cut downs and an extended YouTube cut—that brought humor to not-so funny online selling situations. Like a creepy parking lot meetup with a guy eating hard boiled eggs and throwing out lowball offers. Yikes! We positioned Clutch as an undoubtedly legit and favorable alternative to selling your car the sketchy online way. Kelly Olynyk ditched egg dude for Clutch. And who wouldn’t?
driving results
The campaign drove home results, with over 1.2M views on Youtube alone. Plus, the number of cars sold to Clutch went up 35% since launching the campaign.