This paper describes marketing’s role in the growth of Cazoo, the online used car retailer, in two years from start-up to a stock market listing with a valuation of $7bn. Communications needed to drive consideration and trust among consumers who might be nervous about buying cars without seeing them offline or test driving them. Elements of the strategy included investing heavily in TV, outdoor and other offline channels, and partnerships with Premier League football. Cazoo increased consideration and confidence in Cazoo, and reduced by 57% the cost of customer acquisition.