The Drum Awards for Marketing - Extended Deadline

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Agency: R/GA
Client: Cars.com
Date: Aug 2018
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Cars.com has been around for two decades, helping connect dealers with potential buyers, but now they want that relationship to be a bit more intimate. The website has been updated to reflect a new way of doing business, and one that mirrors dating apps.

The company worked with R/GA to develop the ‘We Met on Cars.com’ campaign based on the premise from that when you meet a happy couple the first question you always ask is 'where did you two meet?'

The campaign highlights the new website redesign, which goes beyond the usual car search features of make and model. A 30-second TV spot drives home the point, sayng that Cars.com is where “a cowgirl can meet 480 horses, where a Labordoodle owner can meet their next hybrid…and where a soccer mom can meet her MVP.”

The concept extends to the social realm, with each match getting its own focus, including a humorous ‘skip’ feature.

Credits

Client: Cars.com

Agency: R/GA Chicago