VaynerMedia Shows How Pre-Owned Vehicle Company EchoPark Moves People, Not Just Metal

EchoPark is a leading pre-owned vehicle sales company, which launched its first ever brand campaign designed to highlight the human experience behind buying a used car. Created by VaynerMedia, the campaign takes a unique and unconventional approach, as EchoPark seeks to set itself apart from the rest of the industry.

Working with VaynerMedia, the brand used a target audience-led approach while utilizing the bespoke Vayner Volume Model across creative, strategy, and media to discover what resonated most with consumers. What became clear was that the customer's happiness and experience, along with the condition and experience of the car, always took a backseat over the sale. 

EchoPark's brand purpose is in their name: Every Car, Happy Owner. And this new campaign demonstrates how the company moves people, not just metal, humanizing vehicles by telling the stories of how their previous owner enjoyed them and the potential they bring to someone else. The campaign highlights the steps taken to make each experience different - and shows that you're not just buying a Camry, you're buying 'Tim's Camry'. 

Built from thousands of pieces of social content, the campaign consists of three TVC spots, which premiered locally in Houston during the NCAA Final Four games. It was part of a larger, integrated strategy which launched across TV, OTT/Digital Video, OTT, radio, display, and social media.

To further amplify the campaign and it's message, EchoPark bought college basketball star Marcus Sasser's BMW (and the story that came with it), which was given away to a lucky winner via sweepstakes.