Cars.com faced a problem most marketers have encountered—a big project with a seemingly impossible timeline that was a challenge for their AOR to meet. In fall 2017, overall dealer satisfaction hit an all-time low. The brand needed to find a way to differentiate itself and they needed to have work on air for the MLB Playoffs.
Within a week, Secret Fort brought five ideas to the client. The creative idea that moved forward: Personify the Cars.com Price Comparison and Dealer Review features of their app. Known as the “Turntable” campaign, the creative showcased the personified features of the App just like an automotive company would a new car: On a rotating turntable.
When an automaker wants to show off their latest and greatest product, they use a turntable.
We used it as a device to show off the latest Cars.com tools, and we branded it Cars.com purple.
To drive direct Cars.com site traffic, we incorporated our turntable concept into Snapchat, Twitter video and static website cards. These units were synced to specific make and model ads running in prime time television by the car manufacturers.
During Turner’s MLB National League playoff broadcasts, we worked with our media partner to create an on-air feature linking Cars.com tools and the action on the field.
Time from client brief to signing off on a campaign
Handpicked from across the country for their experience and background
Spanned Twitter, Snapchat and Facebook and all synced to specific make and model ads running in prime time television by car manufacturers
On-air feature linking Cars.com tools and the action on field that was developed with our media partner
5 CAMPAIGN AREAS
Developed by Secret Fort Makers & curated by the Core Team
2 TV SPOTS
Debuted during MLB Playoffs
"SECRET FORT IS STRATEGIC AND NIMBLE, ENABLING US TO ACTIVATE IN MARKET WITH AGILITY."
- JENNY CHAN | HEAD OF MEDIA & CONSUMER ACQUISITION, CARS.COM