Online shopping has changed the way people buy cars. As customers have gained more control over the process, many automotive dealers have begun to feel shut out. Kelley Blue Book (KBB) wanted to rebuild the bridge between dealers and customers with a product that connected both parties.
Since most automotive software marketing is cold and clichéd, we wanted to create a radically different kind of campaign that radiated warmth in both voice and visuals.
Our “Introductions” campaign wasn’t just about creating transactions—it was about building relationships. And it gave automotive dealers a glimpse of their future customers—their wants, their challenges, and their expectations.
By showing how KBB helped to create harmony between the dealer and customer, we reinforced the strength of the product while ensuring our audience remained the hero.
