THE IDEA
Survival of the fittest.
Car dealers told us they’re in the most cutthroat, dog-eat-dog business on earth. In an industry dominated by men, we needed to play to their basic survival instinct and competitive streak and in a way that would get DealerTrack noticed.
Animals adorned with tools that swung the odds in their favor, became the mind-stopping visual campaign the entire industry was talking about.
Executed across print, digital media, e-mail, and events recall of the print and digital ads was more than triple any previous campaign. And awareness of the DealerTrack brand, as well as the product line, increased more than 150%.
