As the brand grew in nationwide visibility, it quickly became the target for other businesses attempting to piggy-back on the recognisability it has built up over time. The need arose to differentiate the name and corporate identity to such an extent that it would be impossible for their audience to confuse them with lesser businesses. This brand re-imagination needed to also create increased capacity for a new season, as the business naturally expanded into additional areas of growth.
To add insult to injury, the already stifling economy was dealt a further blow by the devastation brought about by the Coronavirus pandemic and the resulting nationwide lockdown. Ceasing all economic activity in line with strict governmental regulations, the immediate communication with the WeBuyCars audience had to be radically revised – literally overnight. This presented a further disruption in the ongoing brand strategy of the business.
Designing a modern and relevant brand identity that fully aligns with the company’s core purpose was but the start of a winning communication strategy. The KRAFT designsmiths™ team evolved the complete visual language to a point where the brand was fully recognisable by its loyal customer base, yet also sufficiently differentiated from any would-be impostors. All official collateral were fully overhauled including warehouse signage, corporate wear, fleet branding and of course, all digital assets and media.
Additionally, the Changing Lanes launch campaign was conceptualised adjacent to the Click Your Next brand strategy, creating a seamless and logical transition from the old to the new. The launch campaign messaging also perfectly aligned with the national and global conversation around the most immediate implications brought about by the COVID-19 pandemic. This gave WeBuyCars the perfect opportunity to not only establish their brand anew in the hearts and minds of its target audience but also position itself as an empathetic voice concerning the lives and livelihoods of all South Africans.
On a practical level, the Changing Lanes campaign included a sophisticated collection of online and offline interactions. At the core of the strategy was a series of three short video advertisements, illustrating the seasonal life-changes and resulting decisions that all types of people can resonate with. These were produced in a light-hearted and tongue-in-cheek tone, creating a welcome break in an otherwise more negative global dialogue. As the corporate identity was rolled out to all platforms and channels on a national level, the campaign created a supporting narrative relevant to the ongoing public conversation.
