What if the b’ys made buying a used car fun?

Coming out of the pandemic, used vehicle trade-in values were at an all-time high—but most people didn’t realize it. With more folks working from home, owning a second vehicle wasn’t the necessity it once was. Hickman Select saw a golden opportunity to help customers turn their extra keys into cash. The challenge? Making people rethink what their vehicle could be worth—and trust the process enough to act on it.

We positioned Hickman Select not just as a dealership but as a vehicle for possibility. By educating the audience and reframing the trade-in process as simple, valuable, and empowering, we aimed to shift perceptions. Our messaging centered on freedom and financial opportunity: trading in your car could mean unlocking experiences you’d been dreaming about. To connect with local audiences in an authentic, entertaining way, we also tapped into the comedic voices of The Outhouse.

We launched a province-wide campaign built on three pillars: awareness, education, and engagement. The hero line “Cash for keys for whatever you please” led the charge. We kept things light and memorable with a series of digital-first videos featuring The Outhouse’s beloved characters, Skip and Troy. Supporting content included an educational landing page, interactive trade-in tools, and a step-by-step breakdown of the process. The tone was local, lively, and never condescending.

A surge in trade-in activity. Increased web traffic. A boost in local awareness and brand trust. Hickman Select became known not only for great selection but also for making trading easy and rewarding.