003
Without
the Drama
Cars.com
Buying a car should be exciting. Instead, it's often stressful, confusing, and filled with unnecessary anxiety.
We positioned Cars.com as the antidote, giving shoppers the tools, information, and transparency they needed to take the drama out of car buying.
Then we flipped the idea on its head. With Cars.com removing the drama from the shopping experience, we had the freedom to put it back into the advertising in entertaining and unexpected ways.
The result was a memorable campaign that turned a familiar consumer frustration into a distinctive brand advantage, helping Cars.com stand apart in a crowded category.
003.1
Purple
Turntable
Cars.com
In a crowded automotive marketplace, Cars.com needed a harder-working, retail-focused campaign that would bring the app's benefits to life and give shoppers compelling reasons to choose Cars.com over the competition.
We took an iconic symbol of automotive culture—the vehicle turntable—and made it unmistakably Cars.com. A massive purple turntable became the centerpiece of a campaign designed to showcase the app's biggest advantages: more listings, verified reviews, and powerful tools to help shoppers find the right vehicle.
The idea worked across TV, digital, social, and print. Through a partnership with Major League Baseball, we extended the campaign into the postseason, putting Players of the Game on the branded turntable while driving fans to explore special offers on Cars.com.
The result was a distinctive, hard-working retail campaign that turned app features into tangible consumer benefits, gave shoppers more reasons to engage, and made Cars.com stand out in a crowded category.
