Building a show stopper
on the strip
NADA Trade Show Integrated Campaign
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.
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
- Digital display ads
- Direct mail
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.