Champion Auto Group

OVERVIEW:

With three local dealerships, two of them relatively new, Champion Auto Group of Indianapolis, IN, was balancing multiple offers and incentives from the brands the company sold as well as working to build name recognition for the two newer locations. Geographically targeted video advertising with Comcast Spotlight was the key to getting the right messages to the right consumers on the screens those customers used most.

STRATEGY:

With Chrysler-Dodge-Jeep-Ram, Chevrolet and Kia franchises, Champion Auto Group had something for just about everyone when it came to autos. With that in mind, the company used the full range of more than 40 cable networks available in the Indianapolis market to reach consumers on television, and digital video advertising on Xfinity.com and ATT.net to reach those same consumers online. Both TV and digital advertising were geographically segmented by the local advertising zones based on the messages in a given month.

While each dealership’s commercials utilized a unique spokesperson, the underlying message, and the dealer’s tagline, "We are anything but ordinary," were consistent.

SUCCESS:

Champion’s Chrysler-Jeep-Dodge Ram dealership increased by 69%, and now has between a 31% and 51% share of sales in the zones surrounding that location. The Chevrolet dealership saw sales grow 23%, and it now has a 29% market share in the sales zone around its location. (The newly opened Kia dealership didn’t have a baseline history to make comparisons.)

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