CarGurus, a leading online automotive shopping platform, focused on bringing transparency and efficiency to the car research and shopping experience, has launched a new national TV campaign.
“Detective” and “Motivational Guru” paint CarGurus as a simple solution for car shoppers seeking great car bargains from top-rated dealers. The commercials bring light to consumers’ notion that they need detective skills or even a guru to navigate the complexities of car shopping, and how CarGurus makes it super easy to find the perfect deal. Plum14 handled creative with Director Nick Spooner of The Sweet Shop and Chirp Films. Ocean Media handled media planning.
The Cambridge, Mass.-based company launched the two TV spots in April to kick off the company’s first mass-media awareness advertising campaign. The 30-second commercials aired on network and cable television in Nashville, Austin and Denver, concurrent with a national YouTube campaign. For the national rollout, the brand will test initially on a wide array of both broadcast and cable networks with a variety of programming and dayparts, then optimizing to those that perform the best, says Sarah Welch, CarGurus SVP of consumer marketing.
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