Sadi Santos - Canada Drives D2C Launch

Case Study: Adapting to the COVID-19 Pandemic with an Online Auto-buying Platform

Background: The COVID-19 pandemic had a significant impact on the automotive industry in 2020, with multiple dealerships closing across the country. Customers were concerned about their safety and wanted a safer and more convenient way to buy cars. To address this need, Canada Drives decided to create an online platform, where Canadians could buy a vehicle 100% online, with a simple process that eliminates the interaction with a salesperson, bringing the costs down and delivering the car to the customer in as little as 24 hours.

Objective: The objective of Canada Drives was to provide a safe and convenient way for Canadians to buy cars during the COVID-19 pandemic, by eliminating the need for face-to-face interaction with a salesperson and offering fast delivery.

Implementation: In my role as the Lead Graphic Designer, I contributed to the creation of diverse marketing assets for the launch of Canada Drives eCommerce Store. This encompassed video ads, static banners, TV commercials, as well as conceptualizing and designing the wrap for Canada Drives' fleet of trucks and enclosed trailers. Additionally, I played a role in developing storyboards and supporting the film crew across multiple locations. Our collaboration extended beyond the design team as we worked closely with the marketing team to produce various assets for Canada Drives' social media accounts.

Results: The launch of Canada Drives eCommerce Store was a success, providing a safe and convenient way for Canadians to buy cars during the COVID-19 pandemic. The platform received positive feedback from customers and helped Canada Drives adapt to the changing market conditions. The marketing assets played a crucial role in the success of the launch, effectively communicating the benefits of the platform and driving conversions.

Conclusion: This case study shows how a creative and efficient approach to design and marketing can help a business adapt to a rapidly changing market environment. Creating effective marketing assets helped communicate the benefits of the platform and drive conversions. This approach allowed Canada Drives to provide a safe and convenient way for Canadians to buy cars during the COVID-19 pandemic.

Team:
Creative Director - Dan Cruikshank
Lead Designer - Sadi Santos
Video Editor - Sadi Santos
Animations - Kaleb Lopez