CHICAGO, Jan. 18, 2013 /PRNewswire/
-- Cars.com, the premier online resource for buying and
selling new and used vehicles, will add drama to this year's Big
Game to launch its all-new advertising campaign. Today, the site
released print, digital and social teasers that pose the question
"why drama?" Until the big reveal of Cars.com's first new
commercial, which will air during the first quarter of the game,
fans can get a taste for drama by visiting
www.cars.com/whydrama.
To view the multimedia content associated with this release,
please click:
http://www.multivu.com/players/English/59238-cars-com-campaign
(Photo: http://photos.prnewswire.com/prnh/20130118/MM41009 )
"With a brand-new campaign, we wanted to build excitement for
our ad and save its reveal for the Super Bowl," said Linda Bartman, Cars.com's Chief Marketing
Officer. "Our new campaign is more connected to the car shopping
experience and more compelling than ever. Fans should be ready for
a more engaging feel from Cars.com advertising that is consistent
wherever they see our brand."
2013 will be a significant year for Cars.com advertising. The
new commercials will be the first work created by the site's new
advertising agency of record, mcgarrybowen Chicago, who leads Cars.com's integrated team
of agencies. With full creative integration across TV, digital,
print, radio and social combined with a robust media plan, the
campaign will be more impactful than ever. In addition, for the
first time in the site's history, the new campaign is intended to
be more than a single year execution.
"We have heard from car shoppers that buying a new car can be
overwhelming, and sometimes even stressful, so our new campaign
shows how dealers help car shoppers have a drama-free buying
experience by using Cars.com," said Bartman. "We think this message
is one that will resonate with car shoppers. As has been the case
for the last five years, the Super Bowl remains the perfect place
to tell our story to an unprecedented audience."
In addition to mcgarrybowen, other agencies on Cars.com's
integrated team include Avenue (B2B), Edelman Digital (social), OMD
(media buying), Optimum Sport (media buying), Prometheus (media
buying) and Piston (digital).
ABOUT CARS.COM
Cars.com is an award-winning online destination for car shoppers
that offers information from consumers and experts to help buyers
formulate opinions on what to buy, where to buy and how much to pay
for a car. Cars.com offers thousands of new and used vehicle
listings, consumer reviews, side-by-side comparison tools, photo
galleries, videos, unbiased editorial content and many other tools.
Cars.com puts millions of car buyers in control of their shopping
process with the information they need to make confident buying
decisions. Launched in June 1998,
Cars.com is a division of Classified Ventures LLC, which is owned
by leading media companies, including A.H.
Belo (NYSE: AHC), Gannett Co., Inc. (NYSE: GCI), The
McClatchy Company (NYSE: MNI), Tribune Company and The Washington
Post Company (NYSE: WPO).
SOURCE Cars.com