TrueCar Leans into TrueCar Military with Dedicated Brand Marketing Campaign, “Drive On”
2020年10月1日 - 10:05PM
TrueCar, Inc., the most efficient and transparent online
destination to find a car, announced today the launch of a new
dedicated TrueCar Military brand marketing campaign dubbed, “Drive
On,” and has partnered with NASCAR Driver and Naval Officer, Jesse
Iwuji, to be TrueCar Military’s first brand ambassador. Iwuji will
be featured in the new campaign, which will help build brand
awareness and brand affinity for TrueCar Military through
extensive research and emotional storytelling that engages and
empowers the military audience.
“We continue to commit to the growth of TrueCar Military by
taking strategic steps toward developing an authentic and long-term
relationship with the military community. We’re investing in this
new brand marketing campaign and brand ambassadorship, partnering
with a marketing agency that specializes in military marketing, and
continuing our relations with organizations that focus on the
military community,” said Mike Darrow, President &
CEO of TrueCar. “As a result, TrueCar Military has
already become the fastest growing affinity-based program for
TrueCar. As a dedicated multi-channel brand campaign, ‘Drive On’
will continue to raise awareness of our military car buying program
and its benefits to active duty service members, veterans, and
their families.”
NASCAR Driver, Naval Officer and one of NASCAR's few African
Americans competing in the sport, Jesse Iwuji, was awarded NASCAR’s
Diverse Driver of the Year Award in 2017 and 2018, and he brings a
unique perspective as the only NASCAR driver currently racing at
the national levels who has ever served in the military. In
addition to being featured in the upcoming marketing materials
supporting the “Drive On” campaign, Iwuji will participate in
DrivenToDrive, a program TrueCar launched in 2017 that helps a
veteran regain their freedom to drive by providing them a new
vehicle retrofit to their needs. This year will mark the program’s
fourth year and fifth vehicle giveaway. Iwuji will present a
brand-new vehicle to a veteran in need during the DrivenToDrive
event ahead of Veteran’s Day.
“As someone who has served this country the last 10 years in the
military, I’m excited to work with a brand
like TrueCar that understands the unique needs and lifestyle
demands of the military community. TrueCar has exclusive
benefits and incentives, while providing an easier way to
navigate the complexity of car buying customized to the
community,” said Jesse Iwuji NASCAR Driver, Naval Officer and
TrueCar Military Ambassador. “As the first ambassador for TrueCar
Military, I look forward to working with them to raise awareness of
this fantastic program that can save active duty service members,
veterans and their families a lot of time, stress and money.”
“Jesse embodies what TrueCar stands for as a brand with his
authenticity, passion for the military community and support for
diversity,” added Darrow. “We admire his strength and are proud to
have him represent TrueCar Military.”
TrueCar has partnered with military marketing specialists,
Refuel Agency, to launch its new brand positioning, custom persona
profiles & segmentation, custom photography assets and digital,
social and traditional media placements. These strategies have
heightened TrueCar’s understanding of the military audience and led
to a brand campaign that resonates and leans deeper into the
military community’s ethos. Personalized messaging and “insider
military language” has also been developed for different military
subsets to connect more authentically with these audiences.
The lead theme of “Drive On” combines the military community’s
toughness and determination with TrueCar brand’s values of optimism
and empowerment. The campaign uses real military veterans and will
showcase a series of vignettes to highlight the different subsets
and diverse lifestyles in the military community while tying back
to the benefits and ease of using TrueCar Military for car
shopping.
TrueCar’s “Drive On” campaign went live across the U.S. on
September 30, 2020. The campaign initially launched digitally and
on social channels, strategically targeting military members.
About TrueCar
TrueCar is a leading automotive digital marketplace that
enables car buyers to connect to our nationwide network of
Certified Dealers. We are building the industry's most personalized
and efficient car buying experience as we seek to bring more of the
purchasing process online. Consumers who visit our marketplace will
find a suite of vehicle discovery tools, price ratings and market
context on new and used cars – all with a clear view of what's a
great deal. When they are ready, TrueCar will enable them
to connect with a local Certified Dealer who shares in our belief
that truth, transparency and fairness are the foundation of a great
car buying experience. As part of our
marketplace, TrueCar powers car-buying programs for over
250 leading brands, including AARP, Sam’s Club, and American
Express. Nearly half of all new-car buyers engage
with TrueCar powered sites, where they buy smarter and
drive happier. TrueCar is headquartered in Santa
Monica, California, with offices in Austin,
Texas and Boston, Massachusetts.
A video accompanying this announcement is available
athttps://www.globenewswire.com/NewsRoom/AttachmentNg/3ba71baf-98e7-46fe-8385-6e9a07b729b8
A photo accompanying this announcement is available
athttps://www.globenewswire.com/NewsRoom/AttachmentNg/29cb2a7f-a413-408f-b670-39dbae6d2499
For more information, please visit www.truecar.com, and follow us on Facebook or Twitter. TrueCar media line: +1-844-469-8442 (US toll-free) | Email: pr@truecar.com
TrueCar Public Relations Contacts:
Shadee Malekafzali
shadee@truecar.com
424.258.8694
Tanya Kohan
tkohan@truecar.com
714.425.6319
For more information on Jesse Iwuji please visit www.jesseiwuji.com or contact:
Matt Casto
matt@thesportsagency.com
214.458.2301
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