By The Chicago Egotist / /
Channeling the Twin Peaks David Lynch vibe, a new campaign for Cars.com from O’Keefe Reinard & Paul and Director Tarsem introduces a new word to the lexicon of car buying – Matchical. The word describes the eerie, almost read-your-mind ability of Cars.com’s digital marketplace to find the car you were literally dreaming of. The perfect match, made possible by a combination of technology and some mystical “matchical” force.
“We created the word ‘matchical’ as a way to capture both the feeling consumers get from the car shopping experience on Cars.com and the utility of the marketplace itself as it magically helps match shoppers with their perfect car,” explained Aubrey Walker, ECD at OKRP. “We believe ‘matchical’ will become part of the car buying vernacular, and build on the leadership of Cars.com in the space.”
One ad has a car buyer wondering “Did I find my car on cars.com or did it find me? Another car buyer sees the truck he has his eye on in everything from the foam on his cappuccino to the fog on his bathroom mirror. Until finally it magically appears in his driveway.
“It’s Matchical” rolls out with an integrated creative campaign across TV, connected TV, digital video, social media, display, radio and digital OOH. Its new TV spots, “Diner” and “Everywhere,” will be featured during the 2021 NCAA Division I Men’s Basketball Tournament in March and will air nationally throughout 2021.
“Cars.com has been creating car chemistry for nearly 25 years, and we’ve learned it’s both art and science that creates a lasting connection between Americans and their cars,” said Brooke Skinner Ricketts, chief experience officer at Cars.com. “We’ve seen car buying and selling transform toward virtual first at an incredible pace in the last year. Shoppers want a personalized experience that curates their choice based on data science and their personal preferences. Our combination of vast selection of fresh inventory with intelligence enables us to meet these demands like no other marketplace can.”