CarMax Launches 'Wanna Drive' Campaign for Empowered Car Buying
CarMax, the nation's largest used car retailer, has unveiled a 'Wanna Drive' campaign, aiming to make car buying more engaging and empowering. The campaign, which launched this week, emphasizes customer control and flexibility across digital and physical platforms. The 'Wanna Drive' campaign is a departure from CarMax's previous 'The way car buying should be' tagline, focusing on the excitement and ease of car buying. It introduces a humorous 'CarMax House Band' in separate ads for buying and selling processes, creating unique, spooky experiences around used car transactions. The campaign is more than just a slogan; it's an invitation and a promise of customer empowerment. It reflects CarMax's customer-centric approach, offering buyers the choice to shop fully online, in-store, or a combination of both, with AI agent Skye providing assistance. The new campaign also introduces fun, reinforcing brand characters to connect with customers in culturally relevant ways. CarMax's new 'Wanna Drive' campaign is a long-term platform intended to drive successful creative executions and connect with customers. With the company's Net Promoter Score reaching an all-time high following the rollout of new digital capabilities, the campaign's potential for success is promising. CarMax continues to position itself as a flexible and convenient choice for buyers and sellers in the used car market.
