Andy Mohr Buick GMC

OVERVIEW:

Building brand awareness is vital for auto dealerships, driving both website and foot traffic. When Andy Mohr Buick GMC of Fishers, IN, wanted to reach an audience of adults aged 35 and over on the northern side of the Indianapolis market, the dealership worked with Comcast Spotlight to develop a multi-screen campaign that would take its advertising to the next level, adding digital marketing to a longstanding television presence.

STRATEGY:

Data showed that the dealership attracted most of its customers from within 10 miles, with some additional customers coming from up to 30 miles away. Based on that information, television advertising was geographically targeted in two zones nearest to the market, while digital advertising included both those zones to add frequency for core customers and the Indianapolis market as a whole to expand reach to prospective buyers living further away. To reach the ideal broad mix of viewers, TV advertising included top networks like ESPN, ESPN2, FOX News, Golf Channel, TNT and USA. Digital advertising used the same creative on XFINITY.com, with the ability to click directly to the dealer's inventory page and Facebook profile.

SUCCESS:

When the final numbers came in, the results underscored the power of multi-screen advertising. Year-over-year sales of new Buick and GMC vehicles rose 19%.

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