EchoPark is one of the largest auto resellers in the country today. They needed a campaign that not only worked to maintain their retail momentum, they needed to build their brand as they launched in more and more new markets. We seized upon an insight that hinged on one key phrase:
"I have a new car!”
Funny things is … most people don’t care if it’s brand-new or used; nobody even asks.
All that matters is that it’s new to you.