Drive booth attendance and in-booth meetings at the industry’s biggest automotive dealer trade show of the year – NADA.
Events, workshops, a showstopping booth and more targeted at auto dealers, making Cars.com the center of attention.
Cars.com, an automotive sales site, tasked McGuffin with creating a dealer-facing integrated campaign to drive booth attendance and in-booth meetings at the NADA Show Expo — the largest and most prolific auto dealer event in the world. With an enormous footprint in the middle of a Las Vegas show floor, Cars.com wanted to leverage an expanded suite of products for dealers to capitalize on opportunities beyond just selling cars. They wanted dealers to sell an experience.
Identify. Approach.THE DRIVING IDEA.
A simple but impactful approach was developed — “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. The high-touch direct mail package served as an invitation to multiple events and operated as a KPI measurement tool.
CARRYING THE CAMPAIGN FORWARD.
McGuffin worked with Cars.com to design booth graphics and video animations for its trade show booth, featuring floor-to-ceiling 14-foot high video screens, creating an immersive brand experience. We developed the theme ROCK. ROLL. BOWL. for Cars.com’s Dealer Appreciation after-party. The venue was converted into a concert hall featuring branded signage, VIP booths, brand-centric giveaways and celebrity musical guests.
Video created by our friends at Resolution Productions Group.
BY THE NUMBERS
It was a historical event for Cars.com where we shattered revenue goals, won Best Booth and had a stellar Customer Engagement event. I always know that we are going to get first rate creative and also have some fun along the way.
IN THEIR WORDS.