OVERVIEW
As the lead Art Director for the GM Certified Pre-owned Division, my work cut across a number of platforms from online, TV, direct, out-of-home and point-of-sale (dealerships). If the call-to-action in any of these campaigns didn't drive users to dealerships, it drove them to the Certified Pre-owned site where they could research and schedule a test-drive.
This certified website was the first of its kind for GM, so a key part of the value prop was to drive home the advantage of the Certified program that would give prospective customers piece of mind knowing that they had comprehensive coverage for their vehicle. If you couldn't buy a new car, this was the closest thing to it.
One of our goals was to establish the Certified program as the mark of excellence centers on four key pillars: extended power train warranty, limited bumper-to-bumper warranty, maintenance and inspection plans and the roadside and safety assistance. I accomplished this by designing interactive areas and a knowledge base that would drive SEO for pre-owned vehicles.
The ultimate goal of this site and any campaign was to get customers to purchase their next vehicle from GM. What users didn't get on Cars.com or AutoTrader was a database of exclusive GM dealership vehicle inventory. Users can search the inventory for Chevy, GMC, Buick and Cadillac vehicles within their radius and most importantly within their criteria and price point. To further instill confidence into our vehicles with customers, we integrated CarFax functionality with important vehicle history information around accidents and ownership.
We were able to test this website with focus groups to gather important feedback to iterate before launching.
