Campaign to Showcase the TrueCar Military Car Purchase Program
TrueCar has launched a new brand marketing campaign that it believes will help build brand awareness and affinity for its TrueCar Military program.
NASCAR driver and naval officer Jesse Iwuji will be the first TrueCar Military brand ambassador for the new campaign, titled “Drive On”.
Iwuji is the only NASCAR driver currently racing nationally to ever serve in the military, according to TrueCar.
The company says the campaign will help publicize its military agenda through research and “emotional storytelling that engages and empowers the military public.”
TrueCar says the “Drive On” theme combines the “toughness and determination” of the military community with the “values of optimism and empowerment” of the TrueCar brand. The campaign features real military veterans, highlighting vignettes showing different subsets and ways of life in the military community. At the same time, it will be related to the “benefits and ease” of car shopping with TrueCar Military.
TrueCar’s “Drive On” campaign went live on September 30, initially launched digitally and on social media and targeting the military.
The company notes that Iwuji is one of the few African-Americans in NASCAR to compete in the sport, and he received the NASCAR Diverse Driver of the Year award in 2017 and 2018.
Iwuji will be featured in upcoming “Drive On” marketing materials, and he’ll also be participating in DrivenToDrive. TrueCar launched this program in 2017, noting that the program helps veterans regain their driving freedom by providing them with a new vehicle tailored to their needs. This year will mark the program’s fourth year and the fifth vehicle giveaway.
At the DrivenToDrive event ahead of Veterans Day, Iwuji will showcase a new vehicle to a veteran in need.
“As someone who has served this country for the past 10 years in the military, I am thrilled to work with a brand like TrueCar that understands the unique needs and lifestyle demands of the military community,” said Iwuji said in a press release.
Iwuji continued, “TrueCar offers exclusive benefits and incentives, while providing an easier way to navigate the complexity of personalized car buying for the community. As the first TrueCar Military Ambassador, I look forward to working with them to spread awareness of this fantastic program which can save active duty members, veterans and their families a lot of time, stress and money. .
TrueCar President and CEO Mike Darrow said that “with his authenticity, passion for the military community and support for diversity,” Iwuji “embodies what TrueCar stands for as a brand.”
“We admire his strength and are proud that he represents TrueCar Military,” said Darrow.
To launch its new brand positioning, personalized profiles and segmentation, personalized photographic resources, and digital, social and traditional media placements, TrueCar partnered with military marketers, Refuel Agency. TrueCar said this has improved its understanding of the military public and led to a branding campaign that “resonates and delves more deeply into the ethics of the military community.”