The idea was simple: how to make used-car buyers feel like they're buying a 'new' car. Not in the literal meaning of 'new," but more like emotionally unlocking 'new' experiences, 'new' performances, and "new' drives.

As for the brief, I designed the car in a very big box with an acrylic window. Most used-car buyers are automotive enthusiasts dominated by men, who are very familiar with the car toy box, which is the main inspiration for this Guerilla Marketing campaign: 

To get the buzz going, we planned to put the box or the car with the box in some public place. Also, we planned to rent the towing car to actively show the boxes around the prime cities we expected.

There's no buzz without the buzzer. Along with the offline activation we also use digital media placement ads and social media influencer to highlight the event.

This campaign was created in 2019 before COVID shut down; sadly, it never had the chance to launch.