Carfax Proposed Branding Print Ad (1 of 3)
Carfax Proposed Branding Print Ad (2 of 3)
Carfax Proposed Branding Print Ad (3 of 3)
CASE STUDY – CARFAX
Carfax hasn’t always been about CGI-animated mascots and sheer awesomeness. No, believe it or not at one time there was a brand with huge B2B marketshare but very little consumer recognition.
That’s why the “Carfox” was born. The son of a data maniac and a stuffed animal, the Carfox was all about getting the word out about his product, the Carfax. Initially, we started out the spots by giving a nod to viewers not knowing the brand and mishearing “car fox”. Then as the brand recognition took hold, the Company introduced the “CarFox” and his catchy (like rabies. Just saying) phrase, “Just say, show me the Carfax!”.
Today, Mr. Fox has begun to get a bit of a 'tude as he is one of the most recognizable mascots around. (Note: The spreads that don’t utilize Mr. Fox’s undeniable allure were for the softer sale and merely brand pieces – read: book worthy).