Certified Pre-Owned Storytime
GM was looking to break through the automotive clutter and give people something to make them feel confident about their used car experience.
So we partnered with them to create a totally new experience: GM Certified Story Time. A series of Certified Pre-Owned Happily Ever Afters.
— Hear more of Josie’s thoughts on strategy
That was what I think diving in to really understanding the consumer really helped us understand — a lot of time it’s not a great time. Something has happened to your vehicle. It’s died on the side of the road. It’s broken. You got into a car accident. All of these things for needing a new vehicle are generally not great. I think our foundational insight was that going into this process was very emotional. And it’s usually not on the happy side. And we wanted to bring that happiness back to that consumer. So it was leveraging the excitement that you get when you are buying a vehicle and the thrill of picking the one that’s just right for you. And everyone’s different. So I think, for us, that was kind of like the genesis, really, of this creative platform — understanding that through the pain of this process, there really was an opportunity for that joyfulness and that happiness aspect.
An entire library full of teasers and takes to tell people about the program.
With a strategy centered around appealing to people on an emotional level and allowing the process to become a truly happy experience — no doubt about it.
That insight, combined with the power of data and retargeting, ensured that active shoppers got the right message at the right time.
Delivered through intelligently positioned pre-roll, interactive banner videos and social media posts.
— Listen to more of our client’s thoughts on the campaign
You know, people love hearing stories, right? And you know, when you have a campaign called story time, you gotta tell that story. So I think that is one of those things that consumers I think recognize and appreciate. I wanna see the work that went into it, the care that went into it right? And the thought that went into it to give people something that said, OK, here’s you know, here’s important information or here’s information you know, but we’re gonna give it to you in such a way that we’re going to reward you as best we can for the time that you’re going to spend with us.
All driving people to one main storytelling hub: GMCertifiedStoryTime.com
Where real people can write a happy ending to their own car shopping tale.