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vAuto Product Branding & Launch

The Mx Group creates a new splash for a longtime client

vAuto, creator of the premier used vehicle inventory management software, was about to revolutionize the industry once again with its new stocking application.

To build anticipation, an initial teaser campaign did not name the tool, but simply made the bold claim that the “search for used inventory would change forever” on the memorable launch date — 11/11/11. A second teaser campaign released more details about the revolutionary product, including testimonials from dealers who had tested the application. Eventually, all launch communications, from print to web to video, released the application’s name — Provision® — and drove viewers to a live demo conducted by vAuto founder Dale Pollak on 11/11/11.

Provision was the most successful launch in the company’s history. Traffic to vAuto.com increased over 20 times, and more than 500 individuals attended the live launch webinar on 11/11/11. More than 1,000 people have since viewed the webinar.