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PRESS RELEASE
Denver, CO
September 23, 2002
Morey Evans Breaks New Vehix.com Commercials
A new Vehix.com television campaign created by Morey Evans Advertising, Denver, begins
running today in major markets across the nation. The campaign, aimed at active car
shoppers, consists of three :30-second television spots that show people using the Vehix.com
site to help them find the right car to buy.
Each spot includes a human story line that involves the Vehix.com site in use. In one
commercial, an obviously pregnant wife encourages her husband to use Vehix.com to search
for bigger and bigger cars from a compact to a sedan and, ultimately, to a minivan as she
reveals she is carrying not just one bundle of joy, but three.
"Product demonstration," notes Morey Evans Creative Director and writer of the spots, Tom
Evans, "is as old as advertising itself. We set out from the start to make the Vehix.com site its
own 'character' in the plot of each commercial and, as such, a principal part of the emotional
context that is required to make the advertising memorable."
Adds Vehix.com President and COO, Derek Mattsson, "Our agency took a product-as-hero
approach and came up with commercials that resonate with product benefits and drive page
views, yet still enhance brand affinity."
Another spot features a football player who is being drafted by the pros. He surfs the
Vehix.com site to look for expensive convertibles when TV draft coverage suggests sun-
drenched Miami may pick him, but disappointedly clicks over to four-wheel-drive SUVs when it
turns out he actually may be selected chilly Minnesota.
The last spot includes two teenage boys who are designing a car feature by feature, removing
options to lower the price until they finally are forced to cut even their beloved high-end
stereo system, after which one boy solemnly removes his hat and reflects, "that hurts."
As part of a $50 million a year brand awareness campaign, the spots will run on cable
television in 47 markets across the country, including over half the top-twenty, where
automobile dealers receive leads from shoppers who visit the Vehix.com site. In Chicago, the
television will be supported with outdoor and
radio, as well.
Vehix.com, along with Cable TV affiliate partners, offers a bundled combination of cable
advertising and the Internet as a powerful marketing combo for automotive dealers. Over the
past four years, Vehix.com has helped increase Cable TV's share of ad dollars spent by
Automotive Dealers - a $6.4 billion pie - lifting category sales by 30% or more per market.
Morey Evans Advertising, Vehix.com's agency since the inception of the automotive portal,
named and branded the site, as well as designed and developed the user interface. Morey
Evans is a Denver-based agency, representing a broad range of clients, including Ricochet
Networks, Qdoba Mexican Grill, Good Times Burgers and Frozen Custard, Western Union's
Bidpay, Deep Rock Water, netLibrary, Metro Brokers, and Pak Mail.
For more information, contact Glenn Morey at 303.296.8011
or email gmorey@moreyevans.com.
© 2006 Morey Evans Advertising
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