CarMax just traded in "The way car buying should be"—a tagline they've used for over 20 years—for something much simpler: "Wanna drive?" The shift reflects the used car retailer's new focus on omnichannel customer experience.
What's driving the change?
Strategy: "Wanna Drive?" puts customers in complete control of their car-buying journey. It also differentiates CarMax from rivals that are either online-only or brick-and-mortar by highlighting its ability to seamlessly toggle between both retail channels based on customer preference.
Omnichannel experience: CarMax customers can seamlessly shop online, in-store, or switch between the two effortlessly. The customer is in the driver's seat, they drive the where, the when, the how—CarMax is their copilot with whatever support they need. This flexibility gives customers complete control over their car-buying journey.
Campaign execution: The new campaign features the CarMax House Band, which follows customers throughout their car-buying and selling journeys, singing feel-good anthems that celebrate every step. The House Band represents how confident customers feel with CarMax—as if they have their own personal band hyping them up. The new spots launch across linear TV, streaming, social, digital and audio.
Result: A campaign that differentiates CarMax's omnichannel flexibility from single-channel competitors, celebrates the seamless customer experience, and delivers it all through an unexpected creative messenger—the CarMax House Band.
CarMax just traded in "The way car buying should be"—a tagline they've used for over 20 years—for something much simpler: "Wanna drive?" The shift reflects the used car retailer's new focus on omnichannel customer experience.
What's driving the change?
Strategy: "Wanna Drive?" puts customers in complete control of their car-buying journey. It also differentiates CarMax from rivals that are either online-only or brick-and-mortar by highlighting its ability to seamlessly toggle between both retail channels based on customer preference.
Omnichannel experience: CarMax customers can seamlessly shop online, in-store, or switch between the two effortlessly. The customer is in the driver's seat, they drive the where, the when, the how—CarMax is their copilot with whatever support they need. This flexibility gives customers complete control over their car-buying journey.
Campaign execution: The new campaign features the CarMax House Band, which follows customers throughout their car-buying and selling journeys, singing feel-good anthems that celebrate every step. The House Band represents how confident customers feel with CarMax—as if they have their own personal band hyping them up. The new spots launch across linear TV, streaming, social, digital and audio.
Result: A campaign that differentiates CarMax's omnichannel flexibility from single-channel competitors, celebrates the seamless customer experience, and delivers it all through an unexpected creative messenger—the CarMax House Band.