Malaysia-based c-to-b-to-c automotive marketplace Carsome has opened its first Carsome Experience Center in East Java, and launched a new marketing campaign in Indonesia.

The new center is intended to strengthen the company’s long-term commitment to Indonesia, by supporting the growth of the used-car market, which is estimated to reach more than IDR 1 trillion (over $67 million U.S.) by 2027.

“East Java is one of three provinces in Indonesia with the highest number of passenger-car users, after West Java and DKI Jakarta. Therefore, we see this area as a strategic market for our business strategy and we hope to present Carsome Certified cars with guaranteed quality to more consumers in this province,” said Donald Rachmat, general manager of Carsome Certified Indonesia.

The marketing campaign, meanwhile, features retired footballer Eric Cantona sending motorbike riders dressed in the company’s yellow brand colour to pedestrians.

Carsome did not reveal its investment in the campaign, which aims to raise awareness of the company with the #CantonaCertified way of buying and selling second-hand autos in the Indonesian market. The car marketplace wants its user experience to change the concept of car ownership by ensuring trust and transparency throughout its digital buying and selling processes.

“We are excited to explore various marketing innovations and channels that are hyperlocalized to reach out to wider audiences and revolutionize the used-car ecosystem within the SEA region,” said Ravi Shankar Mallavarapu, Carsome’s chief marketing officer. “Ultimately, we aim to build brand recognition and brand salience in the countries.”

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