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Autobytel.com Unveils Fully-Integrated, Interactive Advertising Campaign Promoting Autobytel.com’s New Direct Program
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| Unique campaign incorporates nationwide television spots and online advertising with an on- and off-line direct response promotion. |
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| Updated |
Jul 7, 2004 20:28:08 |
| Rating |
 46 ( -6 -13.04% ) |
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Description:
Irvine, CA - April 10, 2000 - Autobytel.com (Nasdaq: ABTL) has unveiled a new integrated, advertising campaign designed to promote AutobytelDirect, a car-buying process for consumers who wish to buy directly through the Internet. AutobytelDirect is available coast-to-coast and is the first new-car buying program that offers an online inventory of thousands of vehicles, instant up-front pricing, competitive-based financing and insurance along with at-home delivery.
"This campaign communicates that Autobytel.com "delivers" on its brand promise of hassle-free car-buying and ownership-both figuratively and literally-by highlighting the ease with which Autobytel.com can deliver a vehicle directly to the consumer's door," said Mark Lorimer, Autobytel.com's President and CEO. "We believe this cross-media, multi-level campaign will be effective in increasing Autobytel.com's already powerful brand awareness and driving even more consumers to our site to buy, finance and insure their vehicles."
Lorimer went on to say that the offline portion of the direct response promotion sweepstakes, which will be directed to over one million Sunday morning newspaper readers, will be instrumental in educating consumers about the benefits of online car buying versus traditional car buying. The promotion will send consumers online to explore AutobytelDirect and the conveniences of using Autobytel.com to research and purchase their next vehicle.
Created by Grey Advertising and Grey Interactive, New York, the new, integrated advertising campaign includes television, print and Internet banner ads which began running March 27, 2000. The TV commercial, dubbed "Morning Delivery," features a "behind-the-scenes" professional Frisbee thrower lobbing newspapers into picture-perfect driveways and then-wham!-a car replaces the newspaper, taking an adorable bulldog by surprise and demonstrating how easily AutobytelDirect can deliver a new car or truck. The commercials are airing on all major networks and cable stations.
In addition, Autobytel.com worked with Promotions.com, the leading global Internet promotion solutions company, to create the "4-Door to Your Door" promotion to drive users to the website and educate them about AutobytelDirect. The promotion runs approximately six weeks and includes a Sunday newspaper polybag drop delivered to the doors of one million consumers on April 16, 2000 in key targeted regions. The "4-Door to Your Door" sweepstakes is played online and is expected to reach millions of consumers via the polybag drop, e-mail, an Autobytel.com homepage tile and online banners.
The sweepstakes, designed to recall the newspaper delivery theme of the TV commercial and to drive consumers to AutobytelDirect, asks players to match a list of winning numbers to see if they've won the grand prize, a $30,000 4-Door sedan delivered to their door and chosen from the list of current AutobytelDirect inventory. Second prizes include 10 laptop computers, while 2,000 third place winners will receive pizza/movie gift certificates. |
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