CarBravo: Used Barbie Dream Cars

CarBravo and its agency, MRM Detroit, are back at it again with a creative commerce play that puts some personality and fun back in the car shopping experience. During the upcoming 2025 auto show in Detroit, CarBravo will blanket Downtown Detroit – and specifically outside Huntington Place Convention Centre – with 1,000-plus toy-sized pop-up shops. This guerilla-style campaign uses tiny cars to promote big savings by redirecting some attention from inside the traditional showroom to highlighting affordable – but still awesome – used vehicles from CarBravo. This unique activation is in some ways a creative extension of CarBravo’s Cannes Lion-winning commerce play from 2024. In that award-winning campaign, Car Bravo acquired highly-inflated, used Barbie toy cars (because of the Barbie mania at the time) and sold them at fair and honest prices - just like the full-sized vehicles on their site. This year, CarBravo and MRM Detroit are using 1:64 scale, toy-sized cars, SUVs, and trucks all perfectly presented as a 'pop-up shop' with a special QR code. When scanned, the code directs auto show enthusiasts to begin searching for their desired vehicle type at metro Detroit-area CarBravo dealers.