1 – 2 – 3 – KEYS! Campaign

Expanding upon the “Today, It’s YOUR Turn” brand message of empathy, safe harbor, social mobility and opportunity, comes the call-to-action message “1 – 2 – 3 – KEYS!” designed to activate customers through redefining the car buying journey into a simple 3-step process.

“1 – 2 – 3 – KEYS!” speaks to a wider range of consumers, including speaking to those with better credit scores, by shifting the focus from messages of “approval” to our 160 finance programs, 30+ lenders, and RightWay’s thousands of vehicles in-stock and ready for immediate delivery. 
30-Second TV Commercial:
In-Dealership Roll-Up Banners:

Billboard Design:

Social “Apply Now” Ads: