Creative Brief for CarMax

1. What problem does our advertising need to solve?
Car sales have been languishing in the current economy and consumers are too focused on low price and not on the value and benefits offered by CarMax.


2. What is the advertising going to accomplish?
The advertising will stress the fact that CarMax can be trusted. Other places may have slightly lower prices, but CarMax can offer you a sense of security with your investment. Increasing car sales is an obvious goal. We also want CarMax to have top-of-mind recall in consumers’ minds for their future car purchases. We want to create a culture around the CarMax brand that gives people a sense of value through the benefits that they receive by purchasing a CarMax car.


3. Who are we going to connect with?
We are going to connect with anyone who may be in the market for a car. CarMax appeals to car purchasers 25-54. The “sweet spot” according to a CarMax representative is buyers in their mid 30s and in a middle income bracket.


4. What are the most insightful things we know about them?
Our consumer has dealt with the typical car buying experience before. They felt pressured and realized they wound up over paying. They are jaded by the whole experience. They want to know what they are getting and what they are paying up front. They have not completely forgotten form with their function though. They still want a car that will look good and they won’t mind parking it in the driveway, but practicality still comes first.


5. What is the single, most effective message we can tell them?
What if everything was like buying a CarMax car? It is easy to buy a car at CarMax and wouldn’t it be nice if everything in life could come with the benefits that are offered with a CarMax car? Benefits at CarMax include: 125 point inspection, five day money back guarantee, limited 30 day warranty, and when you leave the CarMax lot you have your title, registration and license plates, etc. What this will mean to the consumer is that they have a car that is inherently more valuable than if they had bought it anywhere else.


6. Why will the target believe this message?
The target will believe the message because they have been through the alternative form of car buying and were left jaded. Now they are willing to try a new way. They will believe if they are shown proof of the ease of car buying at CarMax. People are wary of the cheapest thing they feel secure in paying more because they feel they are getting the service of a new car with the assurance of their used car.

7. What is the best context for this message?
The best context for this message is to develop a culture around CarMax and the experience and benefits it offers.


8. Other important info
The tone of our message will be fun and exciting, but not chaotic.
CarMax’s current links to popular culture include radio, TV, print ads and an extensive web site. CarMax’s competition includes: AutoNation, Penske Automotive Group, Sonic Automotive, America’s Car-Mart, Cars.com, Craigslist, and AutoTrader
CarMax is the sixth of eight automotive retailing services on the list of Fortune 500 companies. It is rated 411.