US Creative Work of the Week: Carvana delivers cars to New Yorkers in take out bags
Take out in New York is done every day on a wide scale, but that scale got wider with auto dealer Carvana’s car delivery stunt in the Big Apple.
The e-commerce platform for buying, financing and selling used cars – which also features a life-sized car vending machine – entered the biggest US market with as-soon-as-next-day vehicle delivery and it did it in signature New York style.
Carvana made its presence known in Manhattan with a one-day integrated campaign to tell New Yorkers about the company’s way of buying a car. Carvana paraded its services through New York with a caravan of five signature Carvana car haulers carrying vehicles. Partnering with a production artist, Carvana designed three car-sized takeout bags for NYC-style delivery, emphasizing that people can now order a car online and have it delivered to their doorstep.
Throughout the day, more than 250 digital on-street LinkNYC units displayed Carvana advertising along the parade route, as well as a live social feed of those using the campaign hashtag #TheNYCWayToBuyACar. Those who spotted the parade were encouraged to snap a photo and post to their social handles for a chance to win a year of free Postmates.
For its oversized delivery methods and ability to turn a head in a place that’s difficult to do so, The Drum’s readers voted the campaign the US Creative Work of the Week.
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