Best Automobile Online Campaign

Kelley Blue Book created an online campaign geared toward raising awareness of the government-sponsored program CARS; popularly known as ‘Cash-for-Clunkers.’ Consumers were provided a ‘Cash-for-Clunkers’ Calculator to evaluate vehicles with model years between 1989 and 2009 based on make, model, condition, and mileage. The age of the vehicle, its fuel economy and the fuel-efficiency rating of the new car were key factors in determining whether the vehicle qualified for a ‘Cash for Clunkers’ credit toward the purchase of a new vehicle. The calculator also displayed Kelley Blue Book® Trade-In Values, to help consumers determine whether their vehicle was worth more or less than the possible credit they could receive from the CARS program.

Kelley Blue Book and its exclusive sponsor, Ford, promoted program participation in an integrated publisher and advertiser experience. Ford had been on the forefront of this new federal program and in educating the car shopper, while creating awareness of its fuel-efficient model lineup (e.g. Focus, Fusion, Escape Hybrid, etc.) Ultimately, car-shoppers received a summary of their trade-in and new vehicle of choice to take to the dealership. Ford provided financing information for their models, including special incentives offered in addition to the government subsidy.

Kelley Blue Book produced a video illustrating the tool and educating site visitors on the program. The online campaign was not only educational, but also provided consumers with support throughout the car shopping process. In less than one month, Kelley Blue Book saw more than 800,000 visitors and 2.5 million page views.

Contributors:

KELLEY BLUE BOOK

Location: United States