Cars.com veut metter du « drama » dans le SuperBowl

Créer de la tension et du « drama » durant le SuperBowl, telle est la campagne de Cars.com, le portail d’information pour les consommateurs désireux d’acheter un nouveau véhicule.

Cars.com veut donc ajouter un peu de « drama » à l’événement du 3 février avec sa publicité de 30 secondes diffusée lors du 1er quart-temps. Pour la 6ème année de suite, Cars.com sera donc présent au SuperBowl mais a décidé pour cette année de ne pas révéler l’intégralité de sa publicité avant le coup d’envoi du SuperBowl mais a simplement confirmé que la publicité se déroulera dans un concessionnaire. « Avec une nouvelle campagne, nous voulons faire monter la pression pour notre publicité et préserver la révélation pour le SuperBowl », dixit Linda Bartman, Directrice Marketing de Cars.com

Néanmoins, deux teasers ont été revélées, l’un d’entre eux montre un focus group exposé à la publicité de Cars.com et qui assiste à une scène des plus dramatiques pour la personne dirigeant ce focus group.

[youtube]http://www.youtube.com/watch?v=R_GwWbRLPP8[/youtube]

La campagne de Cars.com, intitulée « Why Drama? », vivra en ligne sur le site cars.com/whydrama.

Le site est construit sur un insight consommateur que nous détaille Mme. Bartman : « Nous avons eu plusieurs retours d’acheteurs que l’acte d’achat en tant que tel pouvait être un moment riche en émotions, voire stressant. Notre nouvelle campagne cherche à démontrer comment les concessionnaires peuvent aider les futurs acheteurs en dissipant toute tension lors de l’acte d’achat en utilisant Cars.com. (…) et comme pour les 5 dernières années, le SuperBowl reste la plateforme idéale pour raconter cette histoire à notre cible. »

Le site vous présente donc le teaser vu ci-dessus et selon vos choix, vous serez dirigé soit vers un formulaire de prise de contact (« Hate Drama » pour celles et ceux qui veulent vivre une expérience d’achat sans problème), ou vers une nouvelle vidéo sur laquelle vous pourrez interagir grâce au bouton « Add Drama » (un mélange de TNT – Push to Add Drama pour l’action à accomplir de la part du conso et de l’opération digitale de Buzzman pour Virgin Radio sur YouTube pour la gradation en terme d’intensité de la vidéo).

Capture d’écran 2013-01-23 à 08.53.45

Pour sa première campagne avec Cars.com, l’agence mcgarrybowen Chicago semble avoir conçu une une campagne intéressante, partant d’un insight réel. Maintenant reste à voir la publicité elle-même et surtout si elle sera efficace pour Cars.com !

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