Brighton Ford

x

Title

Brighton Ford

Advertiser:

Brighton Ford

Year:

2016

Source:

OAAA

Product Category:

Auto & Auto Services

OOH Format:

Outdoor

Country:

United States

Objective:

To increase market share and promote the proximity of the dealership within the market.

Target Group:

Consumers looking to purchase a new vehicle within the 20 mile trading radius of Brighton Ford.

Strategy and Media Used:

An extensive OOH campaign was executed that targeted consumers with market coverage north, south and west of the store letting them know how close they were to Brighton Ford. Various taglines were used to further entice consumers to visit the showroom: “Your best car deal is right here”, “Easiest Car Buying Experience ever, Just 12 Minutes Away”, and “Your Best Deal is in Brighton”.

Results:

The campaign had very positive result and Brighton experience a 10% increase in sales. This was quite significant given that Brighton is a legacy dealer and has been in the market for 50 year.