Consumer Empowerment Message Builds on Strong Leadership Position
Updated
Jun 10, 2004 22:55:56
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Description: Irvine, CA - July 16, 1999 -- Autobytel.com (Nasdaq:ABTL), the global leader in automotive e-commerce and services, has unveiled a new advertising campaign () designed to communicate the company's continuing mission to put consumers in control of the automotive buying and ownership process. Autobytel.com is the leader in online car buying and the new campaign serves to strengthen Autobytel.com's already strong leadership position in brand recognition. Created by Grey Advertising and Grey Interactive, New York, the new, integrated campaign breaks the week of July 19th in the form of television, print and Internet banner ads, and will also be integrated into many aspects of the Company's consumer communications. "This campaign communicates the revolutionary role Autobytel.com plays in empowering consumers in the previously daunting process of car buying and ownership," said Marc Benjamin, Chief Marketing Officer of Autobytel.com. "Our customer-centric model has been validated by recent third-party surveys ranking Autobytel.com number one among online car-buying services in both consumer awareness and customer confidence. We believe it's this focus that has made Autobytel.com the leader in its category and the destination most automotive consumers turn to first." New Ads: Autobytel.com Puts Car Buyers in Control The TV commercials, featuring the tagline "Autobytel.com: The Road To Your Next Car", present Autobytel.com's superior automotive online experience by showcasing the complete array of services the Company provides through every aspect of the automotive lifecycle, which currently include warranties, insurance, finance, service and maintenance. The commercials portray the car-buyer in full control of the process. They feature a woman, sitting on a dock by a lake, using Autobytel.com on her laptop computer to purchase a car, then driving a new Ford Mustang convertible with the top down and the wind in her hair (see link to campaign highlights below). Integrated Approach In addition to television advertising, Internet banner ads, and a print campaign scheduled for the fall, Autobytel.com promotions will be a key component of the new campaign's integrated approach. As part of the launch, Autobytel.com, in conjunction with Webstakes.com, is running an online sweepstakes promotion. The first weekly flight of TV commercials will carry 5-second tags inviting consumers to click on banner ads and enter to win a Ford Mustang convertible, a laptop or a year's worth of gas. The promotion runs through August ( Anne Benvenuto, Autobytel.com's Senior Vice President of Marketing commented: "Since its inception, Autobytel.com has been the first mover in combining traditional brand-building methods with new media approaches. Speed and innovation have enabled us to carve out an early leadership position in the formative stages of e-commerce, attract new consumers and expand our business by developing innovative online products in conjunction with quality partners and auto dealers." To view details of the new campaign go to Autobytel.com: Number One in Brand Awareness Recent findings from Opinion Research Corporation (ORC) and Gomez Advisors (GA) Summer 1999 Internet Auto Buying ScoreCard concluded: Autobytel.com is the seventh most recognized e-commerce brand in the U.S. Other ranked brands include Amazon.com, eBay, Priceline.com, E-Trade, E-Toys and CD Now. (ORC) Autobytel.com leads online car-buying services in brand name awareness among all adults and among all Internet users. (ORC) Of the 12 percent of Americans who have visited an online car-buying service, 44 percent have visited Autobytel.com, compared to 22 percent to the nearest competitor. (ORC) Autobytel.com is number one in Customer Confidence and number one with Serious Shoppers. (GA)
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