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KBB Aims to Change Image With New Marketing Campaign

April 20, 2016

IRVINE, Calif. — Rolled out this week, Kelley Blue Book's new “Get New Car Smart” marketing campaign is designed to reposition the brand away from being the used-car pricing and valuation destination to the go-to resource for new-car shoppers, the company said this week.

"For the majority of car shoppers, KBB.com historically has been known as the trusted destination for used-car pricing and valuation," said Jessica Stafford, vice president of marketing at Kelley Blue Book's parent company Cox Automotive. "But KBB.com has so much more to offer, including unparalleled tools to help shoppers understand what they should pay for a new car, along with award-winning expert editorial content that helps consumers narrow their consideration set and ultimately choose the car that best suits their individual needs and wants." 

The campaign’s main demographic is 18- to 49-year-old men and women who are in the market for a new car, officials noted. Some of the Kelley Blue Book tools that have been showcased in the campaign are its Price Advisor tool, which shows shoppers what others have paid for similar cars in their area, and the "5-Year Cost to Own" information.  

According to the company, the campaign will air on multiple multimedia platforms, including cable, network and streaming television platforms, digital media, radio and social media. The campaign was developed with Zambezi, a Los Angeles-based advertising agency, and it’s only the second time that KBB has aired a television marketing campaign, officials said.

"Kelley Blue Book has long been “The Trusted Resource” for car shoppers and is the most visited third-party automotive website," said Josh DiMarcantonio, executive creative director at Zambezi. "We built the marketing campaign on the idea that the brand offers a wealth of tools and information that helps car shoppers along their path to purchase, so anyone in the market for a new car can become a master new car shopper by visiting KBB.com."

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