Cars.com, a leading digital automotive marketplace and solutions provider, announced the launch of its new nationwide brand campaign from O’Keefe Reinhard & Paul, “It’s Matchical.” The new integrated initiative, “It’s Matchical” is an evolution of the successful themes of Cars.com’s 2018 “We Met on Cars.com” brand campaign.
In a series of video ads, car buyers wonder at the out-worldly way in which they were matched with just the perfect car on the cars.com app. Shot by director Tarsem, one ad has a car buyer wondering “Did I find my car on cars.com or did it find me?” Shot in low light with a light musical backdrop, the ads evoke a mystical feel.
“Cars.com has been creating car chemistry for nearly 25 years, and we’ve learned it’s both art and science that creates a lasting connection between Americans and their cars,” said Brooke Skinner Ricketts, chief experience officer at Cars.com. “We’ve seen car buying and selling transform toward virtual first at an incredible pace in the last year. Shoppers want a personalized experience that curates their choice based on data science and their personal preferences. Our combination of vast selection of fresh inventory with intelligence enables us to meet these demands like no other marketplace can.”
“It’s Matchical” rolls out with an integrated creative campaign across TV, connected TV, digital video, social media, display, radio and digital OOH. Its new TV spots, “Diner” and “Everywhere” will be featured during the 2021 NCAA Division I Men’s Basketball Tournament in March and will air nationally throughout 2021.
“We created the word ‘matchical’ as a way to capture both the feeling consumers get from the car shopping experience on Cars.com and the utility of the marketplace itself as it magically helps match shoppers with their perfect car,” explained Aubrey Walker, ECD at OKRP. “We believe ‘matchical’ will become part of the car buying vernacular, and build on the leadership of Cars.com in the space.”
The breadth and depth of Cars.com’s first-party data, paired with smart matchmaking technology, enables Cars.com’s marketplace to successfully connect its more than 20 million monthly unique car shoppers with the vehicles that meet their needs, budgets and exceed their expectations. With 50,000 new and used cars added daily from local dealers across the country, car shoppers never miss the chance to find their perfect match on Cars.com.
And while the grand reveal is the perfectly curated car match, the entire Cars.com experience is worthy of marvel. With industry-leading expert content and nearly 10 million consumer reviews, Cars.com’s digital-first capabilities allow consumers to connect with local dealers through live video and online chat, experience the sights and sounds of a virtual test drive, and even select from millions of vehicles available for contactless, local home delivery.