Driveway.com · Automotive / E-Commerce
Buy or Sell a Car from Your Happy Place
The Challenge
Driveway.com needed to differentiate in the crowded online car buying space. Every competitor was selling convenience. Bruiser needed to find a different angle — one that would make Driveway.com feel like an entirely different kind of experience.
The Approach
Through brand strategy and audience insights, we discovered that the real promise wasn't convenience — it was relaxation. When buying a car is this easy, you can do it from anywhere. Your happy place. We built a campaign around fantastical scenarios — surfers, mermaids, giant cats, and chill waves — that turned car buying into an act of pure joy.
The Outcome
A fully integrated campaign spanning video, social, and digital — produced with world-class creative collaborators including production company FANCY and Director MAPP. The campaign repositioned Driveway.com from a convenience play to an experience brand.