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Cazoo
From ‘Who?’ To Hero: How Cazoo disrupted the used car market in 12 months.

RAN IN: UK

CLIENT
Cazoo

Charlene Jones, Senior Graphic Designer
Andrew Kimberley, Head of Performance Marketing
Darren Bentley, Chief Customer Officer
Matthew Pugh, Performance Marketing Manager
Lucas Bergmans, Group Brand Director
Mike Grethe, Performance Marketing Manager
George Majstorovic, Marketing Manager
Ercan Kamil, Digital Marketing Director

AGENCY
ENGINE UK *Lead Agency

Jason Keet, Creative
James Hodson, Creative
Annie Gallimore, Managing Director
Katrina Jackson, Senior Account Director
Celia Taylor, Account Director
Nick Pawlak, Client Managing Director
Tom Butler, Account Manager
John Crowther, Strategy Partner
Hannah Shelley, Account Executive
Simon Butcher, Senior Strategist
Paul Jordan, Chief Creative Officer
Alex Honnor, Senior Producer
Chelsea Chapman, Integrated Project Manager
Gen Kobayashi, Chief Strategy Officer
Matt Rhodes, Head of Strategy


Goodstuff

Carmen Cheung, Group Planning Director
Andrew Stephens, CEO
Laura Moorcraft, Managing Partner
Hannah Astill, Business Director
Jennifer Hedges, Business Director
Tim Whatley, Group Strategy Director
Paige Spencer, Planning Manager
Jack Chitty, Planning Manager
Josh Cohen, Planning Executive
Bobby Din, Partner
Roy Shepherd, Head of OOH, audio and publishing
Mike English, OOH Director
Laura Lowry, Head of Publishing


Kantar Millward Brown

Michaela Jay, Client Manager
Cianna Holton, Senior Client Executive


Folk Research

Natalie Swanson, Founding Director
Peter Fenton-O’Creevy, Founding Director


SUMMARY

In early 2020, ‘cazoo’ meant a plastic musical instrument.
By the end of 2020, Cazoo was an established player in the used-car marketplace. It'd become the fastest British business to achieve unicorn status, with expected 2021 revenues approaching £1billion.
Marketing played a critical role. It turned a completely new, unknown brand name, into a familiar, trusted one. It convinced consumers that the notion of buying a used car online, without seeing it – let alone test driving it – is a good idea.
Achieving that in 5 years would’ve been remarkable.
Achieving it in 1 year is arguably unprecedented.

CASE VIDEO


Language: English