Award-winning integrated campaign
Introduce car enthusiasts to a website with the world’s largest supply of auto parts.
Car guys, grease monkeys and wrench heads.
Although they can fix anything in the garage, online shopping was intimidating to this group.
Convince them that easy access to this many car parts would equal car guy heaven.
Show two stereotypical car guys getting their first look at over one million parts.
Carparts.com received a ton of fan letters, sales skyrocketed and the campaign won cable TV ad of the year.