Building a show stopper
on the strip

NADA Trade Show Integrated Campaign

The ask

Cars.com, a leading automotive sales site, asked McGuffin to create a dealer-facing, integrated campaign to drive booth attendance and in-booth engagement 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.

The answer

Based on the client’s objectives, we created a seemingly simple but highly effective theme — “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. A high-touch direct mail package served as an invitation to multiple events and operated as a KPI measurement tool. In addition to winning Best Booth at the show, the effort far exceeded revenue goals.

What we did

  • Integrated brand campaign
  • Booth graphics
  • Landing page
  • Emails
  • Digital display ads
  • Direct mail
Cars-NadaBooth-1
NADA booth
Cars-NadaBooth-2
Booth, event and online ads
Cars_LP
Landing page
Cars_Email
Email Campaign
CARS038_DirectMail_All
Direct mail invitations

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 when we partner with McGuffin we are going to get first-rate creative and also have some fun along the way.

Maureen Boyle, Director of Creative Services & Events

By the numbers

0
60
+
Marketing deliverables
150
Employees on site
00
2
Product launches
100
%
Sales goals met
ANA B2 Awards
Award of Excellence
Cars.com
NADA Trade Show Integrated Campaign
NADA Best Booth Awards
Best Large Island Booth
Cars.com
NADA Trade Show Integrated Campaign