NADA 2024: A last-minute opportunity turned standout moment.

A few weeks before NADA 2024, our partners at Clear Channel reached out with a last-minute opportunity: premium digital billboard space at Resorts World—located directly across from the Las Vegas Convention Center—had unexpectedly opened up during Super Bowl weekend.

We had two weeks to concept, design, produce, and deliver.

I had only been with TrueCar a few months, and while I had already started conversations with our CMO about refreshing the brand strategy to better align with our new leadership direction and a post-COVID car shopper mindset, that work hadn’t officially kicked off yet. We had no positioning, no brief—just a high-visibility canvas and an even higher-stakes audience: our dealer partners.

Owning the Strip with Vegas-themed billboards

We leaned into what we did have: a universal insight, a product strength worth celebrating, and a city that knows how to put on a show.

We created a series of lighthearted, animated Vegas-themed billboards that featured the city’s colorful cast of characters

“Looking for a car with extra headroom?” featured a showgirl with a towering feathered headpiece
“Looking for a car for your new pet?” starred a tiger leaping through a flaming ring
“Looking for a car for the whole crew?” showcased a magician, a pirate, and a glammed-up drag queen.

All were paid off by a simple, inclusive message: “Find the perfect car for you.”
A nod to our vast inventory, and a wink to our dealer network.

The billboards delivered over 1.8 million impressions during Super Bowl weekend—making them one of the most visible and talked-about creative activations of the entire event.

OOH Campaign:

Role: Creative Direction

RESORTS WORLD: VERTICAL + ZOUK TOWER BILLBOARDS

RESORTS WORLD: MAIN FACADE BILLBOARDS

Designing for a strong comeback.

After a multi-year absence from NADA due to the pandemic, TrueCar’s return in 2024 needed to make a statement. The billboards grabbed attention on the Strip—but our booth had to bring people in.

We anchored the booth design around our “Secrets of the 2024 Car Buyer” campaign, a research-driven platform built to instill FOMO in the best possible way. Every visual element, from the hero video playing across front-facing screens to the sales stations and signage inside, was designed to spotlight real car shoppers—and give dealers a reason to stop, engage, and learn something new about their audience.

BOOTH DESIGN:

Visually, the booth reflected the clarity and energy of the updated brand, creating a space that felt modern, confident, and unmistakably TrueCar.

The booth also marked the debut of TrueCar Marketing Solutions—our new in-house creative and media offering for dealers to help them reach a wider audience of car shoppers with custom assets and smart digital campaigns tailored to drive leads and sales on their behalf.

The campaign helped generate over 135 qualified appointments and more than $960K in annualized revenue—our strongest B2B performance to date.

—CREDITS
Copywriting: Matt Olivotti, Jeff Perreca
Art Direction: Matt Olivotti; Louis Alvarado
Video Editing & Sound: Tucker Bass
OOH Billboards Motion & Animation: John Flores, Makiko Fukaya
Sizzle Video Motion & Animation: Makiko Fukaya

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