CAMPAIGN PLATFORM
"DT Means Business" positioned Dealertrack as the technology partner dealerships rely on to run their operations efficiently. The campaign used the D and T in Dealertrack as a messaging device to highlight dealer pain points and how our solutions solve them, creating a flexible platform that could scale across trade shows and marketing channels.

OVERARCHING MESSAGING
Directly connect Dealertrack with the Digital Transformation needed to move forward in the Automotive industry that exists today.

MESSAGING VARIATIONS
Ad concepts explored how the "DT Means Business" platform could flex across multiple messaging pillars tied to Dealertrack capabilities.

ANIMATED BANNER FRAMEWORK
A modular animation framework highlighted key Dealertrack KPIs while driving registration for the Cox Automotive Experience virtual event.

'DT MEANS BUSINESS' DEALERTRACK BRAND CAMPAIGN

The Challenge

During COVID, dealerships were being forced to accelerate digital transformation almost overnight. Dealertrack needed a campaign that reinforced its role as the technology partner helping dealers complete deals faster, operate more efficiently, and meet rising consumer expectations for digital transactions.

My Role

Creative lead responsible for concept development and visual direction. Partnered with copy to develop the campaign platform and messaging framework while creating the visual system used across campaign assets.

The Approach

“DT Means Business” positioned Dealertrack as the partner serious about helping dealerships run more efficient operations. The campaign used the D and T in Dealertrack as a messaging device to highlight common dealer pain points and how Dealertrack solutions solve them.

The concept created a flexible platform that could cascade across multiple product lines while supporting digital campaigns tied to Cox Automotive Experience and NADA virtual events.

The Outcome

The concept was selected by brand leadership for its clever use of the Dealertrack name and its ability to connect the brand more directly to dealer needs. While it ultimately remained a concept, the campaign established a clear framework for promoting Dealertrack solutions and driving demo registrations.