Used car platform Carma has appointed Fourteen10 to lead its media strategy, planning and buying, with a mandate to build brand salience and trust while tightening the link to performance.
Following a competitive process, Fourteen10 was selected for its marketing-science approach and ability to connect demand creation and demand capture into a single operating system.
"Selling and buying a car is an important decision for Aussies, often it is the second biggest purchase after buying a home," said Emily Meier-Murren, director of marketing at Carma.
"We chose Fourteen10 for their marketing-science rigour and ability to join brand building with performance in one operating system."
"Their plan helps us earn attention efficiently now, spike fame at key moments, and tighten the path from first impression to valuation and sale so more Australians experience Carma's quality, convenience and confidence."
A near-term focus will be to amplify Carma's five-star customer experience, driving awareness and consideration across a diverse set of above-the-line touchpoints.
"Carma's category is noisy and attention is scarce, so our job is to earn more attention per dollar, faster," said Cameron Roberts, director at Fourteen10.
"We'll be running a dynamic, full-funnel plan that reaches future customers and keeps capture airtight and then rebalance with discipline as experimentation leads us to better capital allocation."
Fourteen10 is an independent media agency founded by Duncan Allan and Cameron Roberts.
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