Drive Time

DriveTime: A Big Corporation Making a Big Change

DriveTime is one of the largest chains of car dealerships in the United States. In 2017, they decided to make a change to their business model. On the outside, not much seemed different, but the reality was they were going after an entirely different customer. As you know, a lot more goes into big business than simply putting out a product. Analytics, research, and planning all came together to create a strategy to target consumers with a different financial structure than who were previously marketed to.

challenge // Retain the Spirit that Made DriveTime’s Ads Popular

DriveTime had spent years developing quirky, funny commercials to promote their brand. While they wanted to branch out in a different direction with a new digital campaign, the elements that people were familiar with had to remain intact. Additionally, the videos had to resonate with the new audience they were trying to reach.

the solution: A Campaign that Piggybacks on their Established Success

We pitched an idea to create a new campaign targeted specifically to people who watch the television programming DriveTime’s ads played during. We went through their media buys to see which shows aired the most DriveTime ads since those had already been hand-picked for the specific audience they wanted to go after. Then we developed a concept to parody those well-liked shows with a new explainer video campaign for DriveTime’s social media channels. The result was a collection of funny and relevant videos that triggered instant familiarity with the target audience while delivering the message effectively.