AutoNation USA Launches 'We Make It Easy' Ad Campaign
21 April 1998
AutoNation USA Launches New 'We Make It Easy' Ad Campaign; Advertising Shows Consumers How AutoNation Makes Car Buying "Easy"
FT. LAUDERDALE, Fla., April 21 -- AutoNation USA, the leading
used car retailer in America, launches a new advertising campaign April 22nd
that highlights the company's philosophy of making it simple and easy for
consumers to buy the car or truck of their choice at its used car megastores
in nine states.
The "We Make It Easy" campaign, developed by Hill, Holliday, Connors,
Cosmopulos, Inc., Boston, consists of four 30-second television spots and a
series of print ads that emphasize AutoNation USA's points-of-difference: one
price; no haggle; money back guarantee; 99-day warranty and a comfortable, low
pressure environment.
"Buying a used car can be a frustrating process. At AutoNation USA, our
goal is to make sure people know there is an easier, better alternative to
traditional retailers and our advertising reflects this," said Mike Maroone,
President, AutoNation USA's Automotive Retail Group. "Consumers will see the
difference in the ads and feel it in our stores: it is easy to shop, buy,
finance, and service vehicles at AutoNation USA."
"We distilled AutoNation USA's philosophy to one word: easy. Consumers
have little time and even less patience when it comes to planning for and
buying a car. We think AutoNation's 'We Make It Easy' message will resonate
with our car-buying audience," said Fred Bertino, President and Chief Creative
Officer, Hill, Holliday.
In developing the campaign, AutoNation USA surveyed thousands of used car
and truck buyers over the last year. "Consumers told us they want their car
buying experience to be painless. That's what we've always done. We are
diligent about constantly looking for innovative ways to improve the process
and make it even easier, " explained Maroone.
The television spots will appear on early morning, primetime and late
night programming in 15 AutoNation markets -- during shows such as, Good
Morning America, The Today Show, Oprah, Seinfeld and Letterman, for example.
The ad buy will also be supported by a print campaign. Original music was
written and produced specifically for the campaign.
The advertising launch will kick-off a series of company-wide "We Make It
Easy" initiatives designed to raise awareness and reinforce the "We Make It
Easy" concept. The campaign also comprises new point-of-purchase sales
materials. Customers will be greeted with a new three-tiered product plan:
"Everyday Low Price Vehicles", "Super Saver Vehicles" that have been marked
down after 30 days, and "Special Value Vehicles" that are older or have higher
than normal mileage.
AutoNation USA is an automotive retail unit of Republic Industries, Inc.
, a publicly traded company headquartered in Fort Lauderdale,
Florida. Republic Industries operates subsidiaries in the automotive
retailing, automotive rental, automotive financial services, and solid waste
industries. Republic also owns the National, Alamo, and CarTemps USA car
rental companies.
Hill, Holliday, Connors, Cosmopulos, Inc., a unit of the Interpublic Group
of Companies , Boston and Ft. Lauderdale, Florida with Hill,
Holliday / Altschiller in New York City, offers full service communications
consulting including advertising, direct marketing, exhibition services,
corporate news management, design, strategic research and an array of
integrated services. The agency's roster of clients gathers into three
distinct areas of specialization including financial services, technology and
health care.
For recorded remarks on AutoNation USA's "We Make It Easy" advertising
campaign call: 1-800-475-6701, access code: 387162 (available through
April 24, 1998). Or, contact Duval Hopkins at 212-243-2000 for further
information.
SOURCE AutoNation USA