Client: NADA
Challenge
The U.S. economy was tumbling. The Big 3 were spending more time in front of Congress than in Detroit. And even if consumers could get financing, they didn’t want to risk a big ticket purchase. Meanwhile, the NADA (National Automobile Dealers Association) was committed to helping dealers inform the public that it was still a good time to buy a car.
The U.S. economy was tumbling. The Big 3 were spending more time in front of Congress than in Detroit. And even if consumers could get financing, they didn’t want to risk a big ticket purchase. Meanwhile, the NADA (National Automobile Dealers Association) was committed to helping dealers inform the public that it was still a good time to buy a car.
Solution
First, things first, don’t look or sound like a car ad. Car ads weren’t working. Get back to basics – the classic things that work in messages – kids. Let them tell the story of why it’s a good time to buy. And let them tell it the way they heard it from their parents, which can be cute and heart warming.
First, things first, don’t look or sound like a car ad. Car ads weren’t working. Get back to basics – the classic things that work in messages – kids. Let them tell the story of why it’s a good time to buy. And let them tell it the way they heard it from their parents, which can be cute and heart warming.
Results
This national PSA campaign relied on the relationships between NADA and the media, along with a little help from Brandtailers. Over a 7-month period an estimate $31 million in media was accomplished. Did it help dealers sell more cars? Honestly, we’ll never know.
This national PSA campaign relied on the relationships between NADA and the media, along with a little help from Brandtailers. Over a 7-month period an estimate $31 million in media was accomplished. Did it help dealers sell more cars? Honestly, we’ll never know.
