Cars.com has launched a new brand campaign, created in partnership with R/GA Chicago and aimed at inspiring shoppers to fall in love with finding their perfect car.
The spot, titled “The Moment We Met,” features several persons with varying interests and passions the moment when they saw for the first time their ideal car. The voiceover presents the website (without naming it at the beginning, though) as “the place where a cowgirl can meet 480 horses (referring to a pickup truck’s horsepower), where a labradoodle owner can meet their next hybrid, where a crew can meet its third row (referring to an SUV with a third row, that happens to be the 2018 Minivan of the Year), and where a soccer mom can meet her MVP”.
At the end of the commercial, the voiceover urges viewers to find the car they’ll love and adds the tagline “We met on cars.com”.
Brooke Skinner Ricketts, Cars.com’s chief marketing officer, said in a press statement, that the company’s new omni-channel campaign “tells the story of how Cars.com creates chemistry that endures long after shoppers find the car of their dreams.” “We’re rekindling the emotional connection that sometimes gets lost between the dream and the drive, and we’re injecting fun back into car shopping”.
Cars.com’s new brand campaign, called “We Met on Cars.com,” also includes an online “Matchmaking Experience” (which feels like a dating app), available on the company’s website and mobile app, for those looking to buy a car by helping them navigate the more than 40 automotive brands, 460 models currently on the market and tens of thousands of trim options that too often make choosing a car overwhelming.
The campaign also includes digital, program integrations and social, and a range of digital and online video executions.