Best Automobile Rich Media Online Ad

Kelley Blue Book offers a variety of services for those in the market for a new vehicle – from new car pricing, to expert reviews and recommendations. true[X] wanted to help highlight all of those features, while at the same time communicate the ease of use and personalization to users who are in the market for a new vehicle. Enter Kelley Blue Book’s New Car Smart interactive engagement ad.

We asked our users to simply tell us what was happening in their life (new family addition, hobby, or commute) and based on the option selected, they would be served 3 recommended vehicles for that purpose. In addition, they were able to further personalize their experience and recommendations in-unit by adjusting sliders that indicated desirable vehicle size, fuel efficiency, and price point, all while watching their suggested cars update in real time to reflect those changes. Of course, all of those extra Kelley Blue Book perks – like the expert ratings and even some longer-form articles – were subtly included in the engagement as to not distract and overwhelm the user in an otherwise simple experience.

The unit was not only functionally useful and straightforward – it was also fun, and that paid off. We saw a 13.9% click-out rate to the site, an average of 2.6 interactions, 50 seconds time spent, and an impressive 62% video completion rate.

Contributors:

Creative Strategist at true[X]:	Aleksandra Savic
Art Director at true[X]:	Cara Albanese
VP Creative Strategy at true[X]:	Alanna Strauss
Account Manager at true[X] :	Joseph Matarrazi
Sr. Media Manager at 360i:	Maggie Hatfield
Account Manager at 360i:	Allison Lane
Media Supervisor at 360i:	Mike Tooley
Account Supervisor at 360i:	Marcie Ross

TRUE[X] / FOX

Location: United States