Through-the-line campaign for Netcars.com developed
A through-the-line campaign for car sales website netcars.com has been created by the If Agency.
The campaign’s target audience will include dealers with up to 100 vehicles, as well as major dealership groups.
Various creative platforms have been developed, with the agency taking an approach based on its research findings that most competitor sites work against the dealers due to charging whether or not a sale is made.
As a result, the agency has adapted the company’s pay-per-click model and will only charge when a customer is delivered to the dealer through the site.
The first aspect of the project is the launch of a microsite which will recruit and register new dealers, with an animated video having also been developed.
The 30 second animation includes the strapline ‘We’ll never tie you down with a contract’, with the aim of communicating the simplicity of using the website.
“We wanted a campaign that communicated what netcars.com is about and captivated our target audience,” said Louis Rix, marketing director at netcars.com.
The agency will also develop a series of animated web banners for trade publications, online adverts, email newsletters, page wraps and welcome packs for all new dealers that come on board. A new suite of direct mail materials is planned to round the campaign off.