• by Tanya Gazdik , April 18, 2016

Kelley Blue Book is launching its first ad campaign in four years.

The “Get New Car Smart” marketing campaign is a total brand repositioning designed to shift perceptions of KBB.com from a used car pricing and valuation destination to the definitive, go-to resource for new car shoppers, according to the company.

The 60-second spot, “That’s Pretty Smart,” from Los Angeles ad agency Zambezi debuts today (April 18). This is Kelley Blue Book’s first collaboration with Zambezi, which also represents Autotrader, another Cox Automotive company. The spot will be shared in three formats (:60/:30/:15) across television and various digital channels.

The campaign will be seen across cable, network and streaming television platforms, digital media, including radio, and also on social media and through public relations initiatives. 

The average shopper takes 15.5 weeks, spends 15-17 hours online and visits three dealerships, says Jessica Stafford, vice president of marketing at Cox Automotive.

“With approachable expert editorial content and a number of new car-buying tools, KBB.com, the vehicle valuation source trusted by both consumers and the automotive industry, gives consumers the confidence to narrow their consideration set when shopping for a new vehicle that fits their lifestyle,” Stafford tells Marketing Daily. “Simply put, Kelley Blue Book exists to make consumers smarter.” 

"Get New Car Smart” is the new tagline. Kelley Blue Book's last ad campaign highlighted KBB.com's numerous pricing tools, including Price Advisor, Fair Market Range and 5-Year Cost to Own. There was not a tagline associated with the previous campaign.

For the majority of car shoppers, KBB.com is the trusted destination for used car pricing and valuation. Stafford says. 

“It’s where you go to find out how much you should sell your car for -- or what you should pay for a used car,” she says. “But KBB.com has so much more to offer -- approachable expert editorial content that helps consumers narrow their consideration set when shopping for a new vehicle in any category.”

The campaign targets men and women 18-49 years old who are in-market, shopping for a new car, Stafford says. 

“They are seeking knowledge from an objective, trustworthy expert, reassurance and a sense of confidence as they make decisions throughout the new car-buying process,” she says.