The Public House’s Latest Campaign Positions Carzone.ie as the Car Site for Car People

There are car owners, and there are car lovers. Those who see vehicles strictly as a means of getting from A to B, and those who day dream about four-door hot hatches that pull up at the lights beside them. Carzone.ie, a premium Irish motoring marketplace, is tailor made for the latter, so they worked with The Public House on a new campaign and brand positioning that lets car lovers know where to come when they’re looking for their next car.

The strategy for this repositioning emerged from the pure passion of car people that were interviewed in research. They spoke with gusto about makes, models and engine parts; an enthusiasm that was matched by the Carzone employees that were interviewed. This shared love and knowledge led to the insight - when you’re passionate about something, you want to know the people you’re dealing with share that passion.

From there, We Love Cars Too was born - a new brand idea that positions Carzone.ie as the site where car lovers are in good company. The launch campaign subverts the often sterile, generic world of premium automotive advertising with a fun campaign that shows the relatable ways that a passion for cars shows up in daily life. Rolled out across OOH, Press, Radio and social, the creative is built around people so enchanted by passing motors that they miss once-in-a-lifetime moments: from albino stags to Northern lights.

Ger Toher, chief operating officer, mentioned, "This campaign is about celebrating that unique enthusiasm only true car lovers understand. We wanted to create something that resonates with people who see cars as more than just machines. Carzone.ie is for those who genuinely love cars, and with The Public House, we've crafted a campaign that speaks directly to them."

"We love that car people can be so passionate about things that would go totally over the head of the average driver. This campaign points them in the direction of like-minded individuals.” added Paddy O’Mahoney, TPH associate creative director.

This work is another example of The Public House’s anti-formula approach to building attention-grabbing work that aligns with their agency’s ‘Boring Doesn’t Sell’ philosophy. The independent creative shop works with a diverse portfolio of ambitious clients including FBD Insurance, EPIC The Irish Emigration Museum, 48 Mobile and Barnardos.