DriveTime is one of the largest chains of car dealerships in the United States. In 2017, they decided to make a change to their business model. On the outside, not much seemed different, but the reality was they were going after an entirely different customer. As you know, a lot more goes into big business than simply putting out a product. Analytics, research, and planning all came together to create a strategy to target consumers with a different financial structure than who were previously marketed to.
DriveTime had spent years developing quirky, funny commercials to promote their brand. While they wanted to branch out in a different direction with a new digital campaign, the elements that people were familiar with had to remain intact. Additionally, the videos had to resonate with the new audience they were trying to reach.
We pitched an idea to create a new campaign targeted specifically to people who watch the television programming DriveTime’s ads played during. We went through their media buys to see which shows aired the most DriveTime ads since those had already been hand-picked for the specific audience they wanted to go after. Then we developed a concept to parody those well-liked shows with a new explainer video campaign for DriveTime’s social media channels. The result was a collection of funny and relevant videos that triggered instant familiarity with the target audience while delivering the message effectively.
The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.
Animation production: Yans Media
Style: 2d motion graphics
Creative Direction: Tim Savage, Tigran Movsisyan
Story Board&Illustration: Nune Khachatryan, Angela Atinyan
Motion Graphics: Hakob Gepenyan, Tigran Movsisyan, Levon Kirakosyan