April 2009
Zimmerman Advertisng, a subsidiary of the Omnicom Group, has launched its new integrated marketing campaign for CARFAX, the data firm that provides used car dealers and buyers with information about the history of used vehicles.
The campaign breaks with a series of 30-sec television spots that depict several comical versions of a used car negotiation, with the car buyer firmly insisting, ‘Show me the CARFAX!’ each time to the dealership employee.
"We faced a unique challenge navigating the needs of both consumers and used car dealers," says Scott Fredericks, VP of Marketing at CARFAX.
"Zimmerman got that right away and put together a campaign that struck precisely the right balance between these two groups. The 'Show me the CARFAX!' campaign shows consumers what to do–it's brilliant in its simplicity."
Cars are expensive, and there is a lot on the line when it comes to purchasing one. CARFAX helps buyers and sellers of used cars negotiate with confidence. Given the state of the economic environment and the seismic shift to cost-consciousness and value, CARFAX becomes even more valuable as consumers consider spending their hard-earned cash on a used vehicle. CARFAX is an essential part of the car buying process.
"Zimmerman has a unique ability to respond and act quickly–it's all about collaboration," says Fredericks.
"Zimmerman instinctively understands the consumer side of the equation but also takes the time to understand the intricacies and needs of the used car business. As a result, they created a campaign that really speaks to both consumers and dealers in a relevant way."
Zimmerman competed against four other prestigious national agencies for the CARFAX account. It hit on the ‘Show me the CARFAX’ concept early in the process and proceeded to validate gut instinct with research and field-testing.
"CARFAX chose Zimmerman because of our brandtailing methodology and retail experience, as well as our success in driving consumer behavior," says Jordan Zimmerman, agency founder and CEO.
"We are working to raise awareness and to actually teach new brand behavior. We are communicating to dealers through consumers in this campaign."
"CARFAX benefits everyone involved in the used car buying process–both buyers and sellers," says Zev Auerbach, Creative Partner.
"This is especially vital during these tough times. Sellers stand to make more money by offering CARFAX. And buyers should expect–even demand–a CARFAX Vehicle History Report."
"This campaign highlights the benefits for the two essential groups: the buyer who needs to be educated to ask for the product, and the seller who should have it readily available," Auerbach said.
"Buying a used car is as simple as saying, 'Show Me The CARFAX.'"
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