Ally Financial is touting the camaraderie it has with dealerships in a new ad campaign that puts an emphasis on storytelling.
The stories include a look at an Ally account executive in Alaska who ended up on a snowmobile ride through the wilderness with a dealer during a business meeting.
Another story spotlights two Ally account executives that bring homemade food to dealerships “to make their dealers’ days a little brighter,” the company said.
The business-to-business campaign, titled “Driven by What We Love,” seeks to convey the passion Ally Financial brings to the business, said Andrea Riley, Ally Auto’s chief marketing officer. The marketing push launched Monday with a montage video that features everything from baking and snowmobiling to classic cars.
Riley said she expects at least 15 videos to hit the Web this year. Ally is using online and print content to spread the message.
The campaign “has so much breadth and depth, and can stand from the stories of what our people do all the way to how dealers feel about working with Ally,” Riley said in an interview Monday. “It gives us a lot of room to run with this campaign.”
Dealers can see the videos as they’re posted on Ally’s dealer portal. In addition, Ally will run banner ads on websites where dealers consume B2B media.