2009 GOLD

INTERNET PRODUCTS & SERVICES

PLAN B NOT REQUIRED

CARS.COM, CARS.COM

Carolyn Crafts, VP-Mktg.
Jenny Chan, Dir.-Consumer Mktg.

DDB CHICAGO

J.T. Mapel, Sr. VP-Group Bus. Dir.
Mark Gross, Sr. VP-Group Creative Dir.
Heather Malenshek, Sr. VP-Group Strategy Dir.
Brad Morgan, VP-Creative Dir.
Bart Culberson, Creative Dir.
Nick Vitellaro, Acct. Dir.
Adrian Fogel, VP-Strategy Dir.
Katie Goodhew, Acct. Exec.

PROMETHEUS CHICAGO

Cars.com doesn't sell cars. A large portion of its revenue comes from dealers. Yet, the young car -buying target audience perceives negotiating with dealers to be a painful process. Cars.com needed to not play into the negative dealer stereotype and to convince this group that car shopping could be a positive experience. The strategy: Fuel up on information so you don't have to resort to "Plan B." The spirit of the Super Bowl game was leveraged to demonstrate why you don't need a defensive strategy when buying a car.