Cars.com ramps up advertising for Fall season
Cars.com announced it will ramp-up its integrated campaign to coincide with the fall car-buying season. Building on the launch of its "Joy" campaign earlier this year, cars.com returns to the airwaves today with nearly 2,000 spots on leading cable networks, and increased promotion across its network of 175 local newspaper and TV partners.
"Our entire campaign was developed to drive quality consumers to our site and ultimately to our dealer customers," said Mitch Golub, president of cars.com. "With the close of the 2004 model year and new inventory arriving on dealer lots, it's important that we increase our on air presence now to support our advertisers during the critical fall car shopping season."
The center of the national television campaign is sponsorship of ESPN's "SportsCenter," the number one sports information show. Cars.com will sponsor two features per week including 'Top-Ten' and 'Call of the Day'. Additionally, cars.com will also have a presence on top-rated ESPN shows including the "NFL Postgame SportsCenter" and "Baseball Tonight." In addition to its anchor package on ESPN, the cars.com commercials will also air on the most popular sports, news, lifestyle and education programs on Discovery, CNN, CNBC, Food Network, MSNBC, TLC and WGN.
The campaign features :30 spots that all portray the joy a shopper feels in finding the right car. Created and produced by DDB Chicago, "Big Moment" and "Hand Shake" showcase the quality connections made between ready-to-buy customers and their local dealer.
Cars.com launched its integrated media campaign in May to drive quality site traffic. In addition to national cable advertising and increased local promotion, cars.com launched an aggressive online marketing effort including ads on ESPN.com and Discovery.com, search marketing on Google and the Overture Network and exclusive partnerships with Kelley Blue Book's kbb.com and MSN Autos. Online efforts are expected to drive a high volume of qualified visits, as is a new partnership with MSNBC.com launched on 8/16.
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