The Public House has launched CarsIreland.ie’s first foray into radio advertising with a campaign called "Car buying or Catfishing?". This two-spot campaign takes a playful poke at the unwanted surprises that often pop up when buying second hand cars from complete strangers on the internet.
CarsIreland.ie is a website where people can quickly and easily search the inventory of Ireland's most trusted car dealerships.
In order to make CarsIreland.ie the most memorable, go-to car searching platform in the Irish market, there was a need to tap into a deep-seated consumer car buying anxiety, aka, Danny Devito in Matilda. This insight was used to carve out a unique space for CarsIreland.ie that would be culturally relevant to consumers and create distinction between CarsIreland.ie and other market players.
Each ad is a fly-on-the-wall depiction of two strangers who are meeting up for the sale of a car that was advertised in an anonymous classified ad. However, just like the online dating phenomenon of cat fishing, it becomes immediately clear that the seller has been withholding some key information.
Ger Toher, COO with CarsIreland.ie noted: “Buying used cars can be a frustrating and time consuming process, at CarsIreland.ie we believe we can eliminate most of that frustration for car buyers and smooth the buying process significantly. Working with The Public House, we believe they have come up with a clever and memorable way to highlight this key selling point for us with this new campaign and raise public awareness of our brand.”
According to Jarrod Banadyga, creative director at The Public House: “We were given the green light to really have fun creatively, with something relatable and memorable to help people remember the name “CarsIreland.ie” for their next used car search. That feeling of being catfished by an offer too good to be true was too good to pass up. We were able to compose a unique sonic ident through Will Farrell at Blast, which was a nice bonus.”
The campaign for The Public House is another example of the agency’s ‘Boring Doesn’t Sell’ philosophy in action. The independent creative agency’s clients include Jameson and EPIC: The Irish Emigration Museum, FBD and Paddy Power.