Date: 6/26/2012 Course: MK636 Creative Thinking and Problem Solving Assignment: Cars.com Created an integrated marketing campaign for Cars.Com to raise its brand profile, build consumer trust, and drive measurable traffic to the website. The goal was to utilize all the media outlets applicable to Cars.Com in order to reach the target audience and generate leads.

1. Presents

2. About Fennec.inc
Advertising and marketing agency created
by Walid Abraz (Executive Director,
Creative) and Delphine Keza (Marketing
Research Director).
Missions
Providing products and services that benefit
our clients in terms of driving traffic,
increasing sales, and building consumer trust
by providing strong integrated marketing
communication strategies and original
concepts.
USA Branch Europe Branch Dubai Branch
600, Boylston Street 72, Avenue Montaigne 115, Al-Maktoum Ave
02456 Monte Carlo, Monaco Dubai, UAE
Boston, MA. USA

3. Organization Chart
Operations Presiden Corporate
t
Creative Marketing &
Department Communicatio
n
Marketing Human
Research Resources
Augmented Logistics
Reality Lab. Department
Production Accounting
Department Department
Customer
Service

4. About Fennec.inc
• Results-oriented
advertising,
• Public
relations,
• Total marketing
support.

5. Presented by
Walid ABRAZ
Delphine Keza

6. Key insights from the
Strong Research
existing Slogan “Confidence Comes
Standard.”
Trustworthy .Com.
however
Cars.com website is not appealing
The website does not reflect the Super bowl
ad.
The links to social media are hidden.
TWO (02) Twitter accounts were found.
Cars.com doesn’t appear on top of Google

7. The Target
Audience Adults
Cars.com should target aged
between20-45 years old. Here’s our coffee
house observation:

8. The IMC Strategy
A Long Term PR Strategy Under the Umbrella of IMC
2013 2016
Super Bowl Mobile Monaco Outdoor RIO 2016
Commercial Race Game PR Events Advertising Olympic Games
New website IMC Strategy IMC Strategy IMC Strategy The Introduction
New Social Media
Engage people. Increase visits Raise its brand Build consumer
Positive WOM on cars.com profile trust.
website

9. The Creative
Thinking

10. 1. The Super Bowl Ad 1/2

11. 1. The Super Bowl Ad 2/2

12. 2. The Website

13. 3. Facebook

14. 4. Twitter

15. 5. Pinterest

16. 6. Outdoor Advertising 1/2

17. 6. Outdoor Advertising 2/2

18. 7. Mobile Application / Mobile Game

19. 8. Print Ads in Magazines

20. 9. PR, and Events planning for Monte Carlo Grand
Prix 1/2
F1 Legends, Monte Carlo Grand Prix Ad 2013
The strategy includes sponsoring and organizing multiple events,
press releases, Commercials, outdoors advertising.

21. 9. PR, and Events planning for Monte Carlo Grand
Prix 1/2
Monte Carlo Yacht Hospitality
Sponsoring
Cars.com will offer desert to Grand
Prix fans on three yachts during the
second day of the event. This operation
is meant to gain Cars.com more exposure
and attract people who can afford
purchasing expensive cars and luxury
cars.
Monaco M.A.D weekend
In May 2013, Cars.com will sponsor a
trip to the French Riviera during Monte
Carlo Grand Prix. The trip will include
a cocktail dinatoir overlooking the
magnificent port of Monaco, and wine
tasting lunch at one of the wine yards

22. Fennec
Recommendations
• Help introduce race car for disabled at both the
Paralympics and Special Olympics.
• Sponsoring the creation cars that will be handed
to well deserving disable people who want to
participate in the Special Olympics.
• Create an actual Cars.com race car to compete in
the Olympics.
• Maintain consistency while executing their
marketing communication campaigns.
• Creation of the bi-annual magazine to communicate
the latest news about the company.

23. THANK YOU!