The Answer

Based on the client’s objectives, we created a seemingly simple but highly effective theme — “Buy. Sell. Service.” — designed to suggest a continuum of opportunity for dealers. This simple, minimalistic mantra served as the backdrop of the entirety of Cars.com’s presence at NADA — from pre-show communication to during-show events, to post-show follow-ups. The campaign messaging was brought to life through emails, targeted ads, a landing page and direct mail. A high-touch direct mail package served as an invitation to multiple events and operated as a KPI measurement tool. In addition to winning Best Booth at the show, the effort far exceeded revenue goals.