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heycar and Atomic London reimagine hip hop classic to create the new car feeling

The fun-loving campaign features a remake of Naughty by Nature’s ‘Hip Hop Hooray’

Georgie Moreton

Assistant Editor, BITE

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heycar, the online marketplace for new and used cars, has launched its new integrated brand campaign ‘Feel Good Your Way’. The 30 second spot taps into that new car feeling you get when you buy a quality car with heycar, increasingly ensuring customers can Feel Good Their Way.

Agency:
Atomic, London

There’s nothing quite like the feeling of a new car and for online marketplace for new and used cars, heycar, its new integrated brand campaign, ‘Feel Good Your Way’ aims to recreate exactly that. 

The new campaign created by Atomic London captures this feeling of excitement through song, with a catchy remake of the hip-hop anthem ‘Hip Hop Hooray’ by Naughty by Nature. 

In a TV spot directed by J. Marlow and produced by Outsider, audiences are served a dose of the new car feeling as a charismatic rapper delivers the brand new heycar anthem, using the brand name ‘heycar’ as the hero piece to grow awareness and showcase the different ways you can buy with heycar. As the track builds, the rapper emerges in a cloud of smoke from a delivery truck, and then in a car dealership where the dealers have been swept along by the feel-good energy.

“Increasingly the online car market has become overwhelmingly competitive with fight for attention and stand out being one of the trickiest battles brands such as heycar face. We needed a creative concept that would drive fame, distinctiveness and create strong brand memory structures.” explained Katy Sumption, ECD at Atomic London.

She continued; “This remix of Naughty by Nature’s absolute classic ‘Hip Hop Hooray’ allowed us to do just that and very importantly bring some much-needed, feel-good joy to our target audience. To add, the natural lyrical repeat of the brand name became a gift, allowing us to create the awareness and recognition heycar needed to separate them from the competition. Uplifting and positive across every touchpoint we hope people get as much joy from the campaign as we truly had making it.”

Heycar is backed by Volkswagen Group, Volkswagen Financial Services and Daimler Mobility, Allianz and Renault Group and its subsidiary RCI Bank & Services seeks to solidify its place in car buyers’ minds in a market that has seen exponential growth over the last few years. Its new campaign aims to increase brand recognition and solidify the brand as a go-to for consumers. The challenger brand offers a new flexible way to buy a new car either through a trusted dealer or through an online service, allowing customers to order a car directly to their door from the comfort of their home.

“We are incredibly excited about the launch of our new brand campaign, it really feels like heycar as a brand is stepping into a new and exciting phase.” explained Charlotte Ford, Head of Brand Marketing & Engagement at heycar, “That advert itself perfectly encapsulates everything about the brand, with a relentlessly upbeat and feel-good vibe, and of course – a song that we’re confident will be stuck in peoples’ heads for a long time to come. We can’t wait for this exciting platform to launch, setting the scene for an exciting year for brand activity as we enter this new era for heycar.”

In a crowded market, heycar is able to stand out from the crowd with this memorable campaign that capitalises on catchy audio to engage consumers, increasing brand recognition whilst making people feel good. 

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