Think New Ideas has launched its first ad campaign for Internet car buying service CarsDirect.com.
The company, which competes with services such as Autobytel, quotes prices and allows consumers to purchase new vehicles online without being referred to a dealer. The nationwide service also delivers vehicles directly to buyers.
The multimillion-dollar effort broke in Los Angeles last week, and includes print, outdoor and radio ads, as well as online banners. Print and outdoor consists only of text on a solid background. One headline reads, "Save your negotiating skills for the pre-nuptial agreement." Another promises, "Delivered with your choice of toppings: steel or canvas." In lieu of a tagline is the CarsDirect.com Web address.
"We don't slam dealerships because we source [the vehicles] from them. Instead, we focus on the competitive advantages CarsDirect.com offers: control and convenience," said Jonathan Anastas, vice president and account director at the L.A. agency.
The campaign will roll out next in San Francisco and New York, followed by other markets. TV will follow this fall.
Think won the account in June after a review of undisclosed agencies [Adweek, June 28]. Billings could grow to $80 million in the first year.