Clutch leverages billboard advertising in Toronto to build trust in the online used-car market, blending creativity with traditional media.

Traditional Media for a Modern E-Commerce Startup

Clutch, an e-commerce startup in the online used-car space, is proving the power of billboard advertising in building legitimacy. The company recently updated its Gardiner Expressway billboard in Toronto with a playful twist on the city’s never-ending construction theme, using copy that literally spills across two boards to highlight a signature red flatbed truck.

Why Billboards Still Matter

According to Clutch’s director of brand marketing, Mark Arvai, traditional media like OOH, radio and TV remain critical for trust-building. “We’re asking people to buy cars online, and that can feel intimidating. But large-scale billboards show that a brand is serious and legitimate,” Arvai explains. Unlike many startups, Clutch currently invests exclusively in paper billboards, avoiding DOOH in favor of physical presence.

Strategic Placement in Toronto

The Gardiner Expressway location was chosen carefully to reach commuters stuck in traffic—a perfect moment to grab attention. Owned by Clutch since 2024, the site’s creative is refreshed quarterly. Past campaigns included provocative taglines like “Sell your car naked. Or in clothes. We’re easy.”, designed to contrast Clutch’s modern approach with the formality of traditional dealerships.

Nationwide Expansion of OOH Strategy

Beyond Toronto, Clutch has executed out-of-home advertising takeovers at the MacKay Bridge in Halifax and Vancouver’s SkyTrain. The brand also supports these campaigns with national TV, radio, and digital advertising—including partnerships with the Toronto Raptors. The result has been remarkable: brand awareness in Ontario has tripled since the first billboard launch 18 months ago.

Blending Digital Growth With Physical Presence

While Clutch continues to grow digitally with YouTube and social media campaigns, it has also invested in physical touchpoints like its first customer hub in Markham, Ontario. This hybrid approach ensures that trust is reinforced both online and offline, creating a consistent brand experience.