Used car ambush

Are you bored with automotive microsites? This one tries to go outside the envelope.

The idea is simple: Just show the consumer what he will get from GM certified used vehicles, but wouldn't ever get from a private seller.

The web site site displays surveillance style footage of the ambushes as they happen. Actual used vehicle sellers are intercepted by an MTV-Punk'd-styled actor who asks the questions that private party used-vehicle sellers often don't want to hear and interjects humor with off-the-wall requests. During one "Ambush," the actor brings out a big red house phone and asks if he can install it in the seller's home to call for roadside assistance any time, day or night. [source: GM press release]

Well executed. But does it really boost sales? How relevant is it? Why were private sellers targeted and not those shabby car dealers who stretch my nerves with dubiously financing offerings and warranties?


Created by Mullen and Struck.

Stuck is a full-service agency who teamed with Mullen on the GM site. Also check out some behind the scenes footage. Thanks to Melissa.