CARFAX launches the "Check the car before you buy it" campaign
Transparency note: This press release was originally published in Italian. The text has been machine translated. You can find the original press release here.
The new communication campaign shines a spotlight on the "sins" of used cars, bringing the brand to TV for the first time.
The protagonist is a Fiat Multipla, the particular "confessional" where uncomfortable truths about buying a used car emerge.
The campaign will launch on January 5 on the following channels: TV, radio, OOH, DOOH, and social media.
Milan, January 5 – Buying a used car can hold surprises, which is why checking before you buy is the smartest choice. This awareness has led to the launch of "Check the car before you buy it," the new communication campaign by CARFAX, a leading provider of vehicle history information, which for years has been helping to make the used car market more transparent in Italy. "Check the car before you buy it" also marks CARFAX's debut on TV with an advertising campaign.
The project, conceived by antoni_hotline and sasserathNOW, is designed to shine a spotlight on what too often remains hidden in the process of buying a used car, bringing the value of clear and verifiable information to the forefront of the narrative.
To do this, CARFAX has chosen an exceptional protagonist: a Fiat Multipla transformed into a confessional, the most unexpected—and therefore perfect—place to bring out the "ugly truths" of the used car market. An iconic, controversial but memorable car, it becomes the symbol of a communication capable of telling, without filters, all those uncomfortable truths that buyers need to know before making such an important choice.
In the complex used car market, CARFAX has been bringing transparency and clarity for years in a context where much information is difficult to find or remains completely invisible to buyers. This need gave rise to "Check the car before you buy it," with the aim of raising awareness of the need for clear, reliable, and verified data when purchasing a car. This initiative strengthens CARFAX's position as an ally of motorists and promotes the CARFAX Vehicle History Report as an essential tool for evaluating a used car in an informed manner.
Daniela Arban, Brand & Communication Manager at CARFAX Europe, says: "The aim of this campaign is to let every buyer and seller of used cars in Italy know that there is an essential tool to use before buying or selling a second-hand vehicle: the CARFAX Vehicle History Report. We offer independent information on accidents, previous damage, possible mileage tampering, and administrative restrictions, helping to bring a new level of transparency to the used car market, to the benefit of all."
The campaign, which will start on January 5, is part of an integrated plan that combines TV, digital video, OOH, DOOH, and radio, in order to reach the public throughout the entire process of choosing a used car.
In particular, there will be a strong out-of-home presence in major urban hubs, railway stations, and shopping centers, accompanied by DOOH installations on 3D screens in high-visibility urban contexts. These spectacular solutions are designed to amplify the creative impact of the campaign and make the concept immediately recognizable in the physical space of the city. The campaign will also build on existing partnerships with leading used car portals. At the same time, "Check the car before you buy it" will also be featured on digital and social channels through static and motion formats, short videos, and headlines with an ironic and direct tone, which highlight the "ugly truths" of the used car market and accompany users during the active search phase for a car.
Media planning is entrusted to KDM – Kontor Digital Media, which has developed a cross-channel strategy capable of ensuring high visibility, continuity, and consistency throughout all stages of the customer journey. This campaign was developed in close collaboration with the strategic consulting firm sasserathNOW, which oversees the brand strategy. Executive Creative Directors Damon Aval and Michael Ohanian are responsible for the creative side of antoni_hotline.
The campaign can be viewed at this link: