Kelley is launching its first national television advertising campaign aimed at consumers rather than commercial customers. The pitch uses its brand recognition to assert itself as a supplier of new-car research that can help retail buyers make informed decisions regarding price, equipment and more.
Kelley’s move puts it in more direct competition with numerous consumer-oriented car buying information providers like Edmunds.com, TrueCar.com, NADAGuides.com and MSN Autos.com.
Company president Jared Rowe told WSJ’s Driver’s Seat that the effort will focus in part on car-shopping tools that consumers may not know about on the Blue Book site. They include a five-year cost-to-own analysis n analysis, fair purchase price based on what other buyers paid, and reviews by auto experts and everyday consumers.
The campaign launched 7/30 with 30- and 60-second TV spots on the Summer Olympics on DirecTV, and CNN, Fox News, ESPN, MTV, TNT, Comedy Central and the Food Network. The company said it expects the ads to reach 189 million people under a media-buying program that continues into Q4.
Kelley worked with Doner Detroit to develop the effort, dubbed “Projection,” which uses 3D technology to give the spots a modern, high-tech look.
See the ad here: