Best Automobile Online Ad, Best Mobile Online Ad

Kelley Blue Book, The Trusted Resource®, conceptualized and implemented the successful and highly-engaging ‘Swap Your Ride Trade Evaluator’ advertisement on its top-rated consumer website www.kbb.com for Ford Motor Company. The goals of this advertisement include engaging millions of KBB.com visitors in a relevant new way, increasing lead submissions to dealers for Ford products, and encouraging car shoppers to participate in Ford’s Swap Your Ride sales event by including information on their trade-in values, a unique approach only Kelley Blue Book could provide.

KBB.com leveraged its leadership in trade-in values by creating a dynamic medium rectangle ad, pulling the Kelley Blue Book® Trade-In Value for good condition for the visitor’s vehicle, which could dynamically update based on the mileage and model inputs. The Swap Your Ride Trade Evaluator generated the price that shoppers could expect to pay for a new Ford after they traded-in their vehicle to a Ford dealership.

The Swap Your Ride Trade Evaluator ran on KBB.com from April 5 to May 31, 2012 and increased consideration for Ford vehicles. Interest of Ford trucks rose among KBB.com shoppers from 44.1% in March before the launch of the Swap Your Ride Trade Evaluator to 58.3% in May. Furthermore, Ford’s lead submissions increased, and the most significant success was the click-through rate for the Swap Your Ride Trade Evaluator which was more than 13 times higher than the average click-through rate for the medium rectangle ad unit in that position.

Contributors:

KELLEY BLUE BOOK

Location: United States

About the Agency:

About Kelley Blue Book (www.kbb.com) Founded in 1926, Kelley Blue Book, The Trusted Resource®, is the only vehicle valuation and information source trusted and relied upon by both consumers and the industry. Each week the company provides the most market-reflective values in the industry on its top-rated website www.kbb.com, including its famous Blue Book® Trade-In and Suggested Retail Values and Fair Purchase Price, which reports what others are paying for new cars this week. The company also provides vehicle pricing and values through various products and services available to car dealers, auto manufacturers, finance and insurance companies as well as governmental agencies. KBB.com provides consumer pricing and information on cars for sale, minivans, pickup trucks, sedan, hybrids, electric cars, and SUVs. Kelley Blue Book Co., Inc. is a wholly owned subsidiary of AutoTrader Group.