Autotrader Nanosite
Client: Dodge, Chrysler Group LLC
What's a nanosite? Essentially, it's a microsite in the space of a banner. In this case, we're targeting in-market car shoppers on Autotrader.com, so it needs to be a relevant, non-distractive experience—the opposite of a traditional online ad. This consumer is looking to buy a car and is in no mood for a cute gimmick. So, one approach we took was to let our accolades do the talking with a concept we called "The Word on the Street." We also came up with a way to gamify the experience with a concept we called "Find Your Ride."
ROLES: ACD; Lead creative direction in a team of 5 including an ACD/writer, an art director, a writer and a junior designer; Developed and sold concept through to the client
In this version, we let the reviews do all the talking
The user has the ability to rotate the vehicle and change the paint color
Play with some simple sliders and we'll serve up the right Dodge for you
A dark, slick interface helps the ad "pop" in a sterile environment
