Every week, the editorial team deciphers the media campaign of a brand, a brand or an institution. Meet today with the campaign, “You know someone who knows something”, launched by La Centrale and produced by WNP. I subscribe
Buying a car remains a headache and a source of stress for many French people. Based on this observation and faced with fierce competition, La Centrale, a leading marketplace in the purchase and sale of automobiles, has given itself the mission of “Simplifying the experience of buying and selling vehicles in France“. How? By focusing on the advice and support dimension to help its customers throughout their purchase.
The campaign imagined by WNP has chosen to move away from car purchasing and instead promote the benefit of owning a car in real life. It is made up of moments from the lives of these French people who found their car on La Centrale, and who can enjoy it all the more serenely since they were well accompanied. From Mathieu who can finally take his daughters to the beach, to Véro & Roger who want to be able to “hang out” everywhere since they retired. The production in sequence shots lingers on these moments of life, while a voice-over full of humor, a character in its own right in the film, recounts the often comical reasons for their purchase. The saga is produced by WNP Studio and mediated by Heroiks.
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This campaign aims to position La Centrale as the trusted partner of all French people.
The opinion of Mathieu Vinciguerra, creative director of the WNP agency
“La Centrale is a historic, heritage brand, accessible to all and specialized in the sale of used cars. He is the “trusted man” guaranteeing the best vehicle. Totally independent, the Centrale is an efficient platform that provides security and confidence in transactions. Besides, the quality of used vehicles posted online is rated neutrally by the team of professionals who put their know-how at the service of candidates. It’s more reassuring for those who don’t know anything about it or who fear being scammed on other peer-to-peer sites. Five films will push different services such as the warranty, advice, choice, car history, price rating, without showing any car… The idea is more to project yourself into the benefits generated by this purchase. The 25-second films feature characters, “little moments of life” because there are as many stories to tell as there are vehicles on offer. La Centrale is there to support and facilitate the act of purchasing. We paid particular attention to the voice of the film which, in a good-natured tone, describes the motivations of the characters in the film. The signature of the campaign accepts the fact that not everyone is an auto specialist “.
Campaign: “You know someone who knows something”.
Announcer: La Centrale
Broadcast: campaign launched on September 30 on TV (2 25-second films) VOL and radio. New content and characters will be discovered soon.