Clutch breaks new campaign
By Rob Bale
Online used vehicle retailer Clutch has begun a new advertising campaign in collaboration with the National Basketball Association. Developed by Mint, the campaign features basketball players Immanuel Quickley and Kelly Olynyk demonstrating how the service simplifies the process of buying or selling a car online. The creative uses the tagline, “Sell your car quickly with Clutch.” The initiative consists of broadcast, digital, out-of-home and radio advertising in Ontario and Nova Scotia.
“Most millennials think of selling something online as a painfully slow process dealing with unserious people,“ said Mark Arvai, marketing director at Clutch. “While many competitors focus solely on product attributes, we wanted to create a campaign that emphasizes Clutch’s speed, while also incorporating humor and an unconventional approach to brand awareness. This campaign is an opportunity to lead the category through human storytelling to reach Clutch’s audience in a way that will stick.”