CHICAGO, May 3 /PRNewswire/ -- Cars.com, the one-stop shop for buying and
selling a car, today announced its largest media campaign in company history.
Building upon extensive brand promotion in local markets across the cars.com
network, cars.com will extend its reach with the launch of its first national
television campaign on May 3.
"Cars.com has always leveraged the local media assets of its 175 newspaper
and television partners to build local leadership through unmatched
promotion," said cars.com president, Mitch Golub. "Now on top of heightened
local marketing efforts, we are extending our reach nationally with a powerful
combination of national television, online advertising, and premier
distribution partnerships. It's all about reaching more, high quality, ready-
to-buy customers, attracting them to cars.com, and ultimately, to our dealer
Three new :30 television spots were created and produced for cars.com by
DDB Chicago that portray the joy a shopper feels in finding the right car.
"Big Moment" and "Hand Shake" showcase the quality connections made between
ready-to-buy customers and their local dealer. A third spot, "Skeptical
Wife, " shows just how quick and easy it can be to sell and find your car on
cars.com. A husband and his skeptical wife are pleased to find just the right
buyer for their lime green hatchback, a passionate connoisseur of all things
green, who is equally enthused to find his perfect vehicle match.
The spots use humor to position cars.com as an approachable resource for
consumers. "We wanted to convey that cars.com is a little more human and
approachable than all the other automotive Web sites out there," said creative
director, copywriter Sean Bryan.
The new ads all include cars.com's new tagline; Find the right car for
you. "Each spot features a car shopper finding exactly the vehicle he or she
wants, and getting a little too excited about it," said creative director, art
director Tom Murphy. "It shows the value both the buyer and seller experience
when shoppers prepare online and identify their vehicle choice."
The television spots will air during primetime and early morning top-rated
news and information programs on premier cable networks including, CNN, CNBC,
Discovery, ESPN, Food Network, MSNBC and TLC. Spots are scheduled to run on
news programs such as "Larry King Live," "Closing Bell," "Squawk Box," the
"Suze Orman Show," "Hardball with Chris Mathews," and popular lifestyle and
education programs including "Junkyard Mega-Wars" and "Emeril Live."
The national television campaign also includes 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 "Baseball Tonight," "Golf: U.S. Open Highlights," "Pardon the
Interruption" and the "NFL Postgame SportsCenter."
"By using a combination of hard news programs, talk shows, sports news
shows, 'how-to' programs, lifestyle and general interest news we will reach a
dynamic audience of information seekers, with whom the cars.com message
resonates," said Gail Haft, vice president of marketing, cars.com. "In
attracting these qualified consumers to our site, we are able to build
meaningful connections between buyers and cars.com sellers after they have
The national television campaign will reach 125 million viewers with more
than 2,000 spots airing in peak car buying months, May and June, as well as
September and October.
Cars.com Network to Increase Local Promotion
Building on its heritage of local promotion, the cars.com network of 175
leading newspapers, television stations and their Web sites will increase
local marketing efforts to heighten the impact of the national campaign.
Markets across the cars.com network including leading properties such as Los
Angeles Times, The Arizona Republic, The Boston Globe, The Dallas Morning
News, The Philadelphia Inquirer, The Washington Post and the Star Tribune will
run print executions closely integrated with the television campaign. Also
produced by DDB Chicago, "Car Hug" and "Cartwheel" express the satisfaction a
consumer feels in finding the right car. In addition to in-paper insertions
of the brand campaign, many local markets will also run online advertising,
local television spots, outdoor billboards and radio.
"Only cars.com has the marketing power of 175 media leaders. Our
unparalleled local promotion sets cars.com apart and allows us to reach
consumers in the local market when they are really ready to buy," said Mitch
Integrated Online Marketing Campaign Delivers the Message to Internet
Beyond local promotion, the campaign is backed by a national online
presence designed to extend the message to the Internet audience and drive
traffic directly to cars.com. Cars.com's online advertising, created by Tribal
DDB, matches the theme of excitement in the television spots and will run on
leading sites including ESPN.com and Discovery.com.
Keywords on premiere search engines and exclusive distribution
partnerships with leading consumer destinations, Kelley Blue Book's kbb.com
and MSN Autos, are also expected to drive a high volume of qualified visits.
Partnered with 175 leading metro newspapers, television stations and their
Web sites, cars.com is the one-stop shop for those looking to buy or sell a
new or used car. The site places vehicle listings from more than 5,500
dealers alongside nationwide classified advertising and private-party listings
to offer consumers the best selection of new and used cars online, as well as
the content, tools and advice to support their shopping experience. Cars.com
combines powerful inventory search tools and new-car configuration with
pricing information, photo galleries, buying guides, side-by-side comparison
tools, original editorial content and reviews to help millions of consumers
connect with sellers each month.
Launched in June 1998, cars.com is a division of Classified Ventures, LLC,
( http://www.classifiedventures.com ), which is owned by six leading media
companies including, Belo (NYSE: BLC), Gannett Co., Inc. (NYSE: GCI), Knight
Ridder (NYSE: KRI), The McClatchy Company (NYSE: MNI), Tribune Company
(NYSE: TRB) and The Washington Post Company. (NYSE: WPO). For more
information, visit www.cars.com .
About DDB Chicago
Named 2003 Agency of the Year by the Clio Awards, DDB Chicago is the
largest DDB agency and is one of the world's most awarded agencies in terms of
creativity and effectiveness. In addition to work with cars.com, DDB Chicago
works for a strong roster of blue-chip clients including Anheuser-Busch,
McDonald's, Dell, State Farm, ALLTEL, JCPenney, The Home Depot, Novartis, FTD,
OfficeMax, Midas, Unilever and Dairy Management Inc..
About DDB Worldwide
DDB Worldwide ( www.ddb.com ), Advertising Age's and Adweek's 2003 Global
Agency of the Year, is one of the leading advertising agency networks in the
world with 206 offices in 96 countries. Acknowledged as the industry's most
creative multinational network, DDB has won more Grand Prix Awards in the 50-
year history of the International Advertising Festival in Cannes than any
other agency, and over the last 16 years, has won more awards in Cannes than
any other agency network. In 2003, for the third year in a row, DDB was also
named Network Agency of the Year at the Clio Awards.