After the success of last year’s “Your Place” campaign spots, Park Place was ready to add more to the story. The original campaign served to highlight how Park Place’s commitment to personalized service, an exceptional dealership experience, and time-saving tech makes it unique. The new campaign needed to communicate this message and highlight some of the exciting innovations that Park Place is debuting this year – namely a car subscription service called Park Place Select, as well as easier online purchasing with Path to Purchase.
Park Place has doubled down on their commitment to convenience this year. The resulting “Seamless Experience” campaign communicates the idea that a Park Place experience can happen at your convenience, whether that means in the showroom or while lounging by the pool, for example.
Park Place Select was designed with customer needs in mind. For one monthly subscription price, clients enjoy the ability to switch up their ride based on their changing lifestyle, all without leaving their home or office – a Park Place concierge will bring the car to you. And for those who prefer to online shop, Path to Purchase is the answer to easier digital retailing. The streamlined car purchasing system allows you to select the make, model, and features you want online, as well as determine your financing and trade-in value so that your dealership visit is quick and easy.
The first :30 spot, “Seamless,” explores how Park Place uses technology to demonstrate the ease at which you can transition from the showroom to browsing inventory at home to scheduling a service appointment.
“The spot has a fluid feel, thanks in part to the motion-controlled camera rig we used, giving the impression of constant motion and a single, uninterrupted shot as it moves between dealership, domestic and digital worlds,” says Alex Slotkin, Associate Creative Director. “It mirrors how Park Place’s new initiatives, such as Path to Purchase online car buying and the Select subscription service, bring the Park Place experience to you, no matter where you are.”
“We really wanted to show how Park Place caters to their clients, making their services accessible for the ultimate convenience,” adds Richard Wezensky, Associate Creative Director.
The next :30 execution, “What If,” shows how car shopping can be just as effortless as digital interactions by way of a swipeable, shoppable universe. The spot begins with a man swiping through car options in his driveway until he lands on his perfect vehicle, illustrating the simplicity of the Park Place Select service. Then it cuts to a woman using the Path to Purchase shopping process on her tablet at home to review car options before “magically” proceeding to the showroom where a sales associate hands her the car keys.
Director Ben Hoffman and the editorial team at Charlie Uniform Tango (CUT) were invaluable when it came to capturing the seamless essence of the new campaign.
“The CUT team really allowed us to collaborate closely to get the best result,” says Alex. “The suggestions Ben and his team made and the on-set discussions we had helped us better communicate the effortless nature of the Park Place experience across the campaign.”
The first spot debuted during the Scandal series finale. The rest of the campaign will air during other primetime television shows, including This is Us and the Grey’s Anatomy finale, as well as during high-profile sports programming on spot and cable TV and online.
To view some of our favorite ads in the campaign, visit our YouTube channel.