The document outlines Ally Auto's activation plan for the 2015 NADA convention. The objective is to engage dealers with Ally Auto at the largest auto dealer industry event. The solution is an event passport program where attendees can earn points by exploring the convention and participating in activities, with points contributing to a charity challenge. Key elements include a photo wall, Plinko and Jenga games, a celebrity chef, and sharing content on a Dealer Heroes website.

1. 2 0 1 5 N A D A A C T I V A T I O N
DRAWING A CONNECTION

2. Innovation distinguishes between
a leader and a follower.
Steve Jobs

3. 3
WE GET IT.
We understand how to
create holistic experiences.

4. 1. OBJECTIVE

5. 5
IT’S A BIG DEAL.
NADA is the largest event
in the auto dealer industry.

6. To create a reason for dealers to
engage with Ally Auto at NADA 2015.
OUR PRIMARY GOAL

7. 7
DEALERS LOVE TO COMPETE.
We’ll give them the opportunity to do just
that and play to their natural affinity for a
little friendly competition.

8. 8
PARTNERSHIP.
Ally Auto has an established relationship
with over 85% of dealerships nationwide.

9. 2. SOLUTION

11. Invite NADA guests to explore the event,
compete for prizes and earn points to
support a local charity.
PROGRAM OVERVIEW

12. Buy your NADA tickets and setup your
profile for your event passport.
HOW IT WORKS
STEP 1 OF 3

13. Upon arrival, pickup your badge and
passport. Start exploring to earn
points for the charity challenge.
HOW IT WORKS
STEP 2 OF 3

14. Have fun, earn points, give back to charity.
Every check-in that is tallied will be matched
with a dollar donation towards the event charity.
HOW IT WORKS
STEP 3 OF 3

15. Your NADA badge serves as your charity
challenge passport to tour the events and
add to your teams points on the leaderboard.
CHARITY PASSPORT

16. Throughout the event guests will have
an opportunity to contribute Their
image to the photo Mosaic wall.
PHOTO WALL

17. Players will have an opportunity to win a prize or
increase their donation by sliding a Plinko coin
down our game board.
CHARITY PLINKO

18. Players can take a turn competing with our giant
Jenga game. Winning teams will earn points
towards their team on the leader board.
GIANT JENGA

19. Great products, great food, and a great way
to support local charities.
CELEBRITY CHEF

20. Locate the next station, discover the latest
challenge leaders and find your way around
the expo.
WAY FINDING

21. We will bring the Ally Auto dealer reception to life
by capturing the best moments and sharing them
on the photo mosaic.
DEALER RECEPTION

22. Let’s celebrate a great event by inviting brunch
guests to capture the moment with their guests
and taking a digital print with them.
TIME DEALER OF THE
YEAR BRUNCH

23. We will collect this great content on a common
site where dealers and guests can view and
share with their social networks and friends.
DEALER HEROES
WEBSITE 2.0

24. 3. TIMING & COST

25. NEXT STEPS