Cars.comBuilding a show-stopper on the strip
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
