CarGurus, one of the top car marketplaces, recently released their third large-scale advertising campaign within the United States. Starting off where their previous "Detective: The Story Continues" campaign left off, this new campaign will pick back up with the company's "Detective" character advertisements. CarGurus will put their 30 second commercial spots onto both broadcast and cable networks and digital marketing avenues like Facebook and Youtube.
Each of the ads in the campaign, "Parents" and "Obvious," communicate CarGurus' key value proposition of helping consumers find the best deals on cars from top rated dealers near them. Since the characters from the original "Detective" spot were received so well, this round of creative picks up where "Detective" left off and continues their story. The first spot demonstrated how fast and easy CarGurus makes searching for a good deal on a used car. The new spots go a little deeper in explaining CarGurus' value proposition, explaining how CarGurus gives every car a deal rating from "Great" to "Overpriced" and sorts the best deals first.
"Despite testing several other approaches to telling the CarGurus story, the ongoing strong performance of "The Detective" spoke for itself and we couldn't resist the opportunity to check back in on our couple," said Sarah Welch, SVP of Consumer Marketing at CarGurus. "We're excited to share more of their story as they complete their car shopping journey and to see them both turn into evangelists for CarGurus."
Since launching its brand marketing initiative in early 2017, CarGurus has seen both aided and unaided brand awareness double, with the majority of in-market car shoppers in the U.S. now aware of CarGurus when prompted. Additionally, the branding campaigns have helped CarGurus become the largest car shopping site in the U.S. by unique monthly visitors* and grow its U.S. average monthly sessions 49 percent year-over-year in Q3 2018**.
After the success of their other advertising campaigns, CarGurus kept that marketing team together for their "Detective: The Story Continues." This also includes their partnership with the advertising agency Plum14, Chirp Productions and Director Nick Spooner for production, and Ocean Media for overall management of the media planning.
Edited by M. Hunt
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