City Auto

OVERVIEW:

Doing a good business and a business "doing good" in the community can go hand-in-hand. That was the foundation of a multi-screen marketing campaign by City Auto of Murfreesboro, TN. City Auto is one of the country's largest pre-owned vehicle dealers, and it partners with local non-profit organizations to build stronger communities. The company's objectives? To improve brand awareness by communicating its selection, service and value; and enhance its brand perception by highlighting its commitment to the community.

STRATEGY:

A coordinated, multi-screen campaign married television advertising on top networks with online impressions through Xfinity.com, delivering reach and frequency to resonate with consumers. Comcast Spotlight also worked with City Auto to develop its partnership with DreamCatchers, an organization providing a range of pediatric therapy services, including occupational and speech therapy. The partnership promoted awareness of the organization's annual fall festival.

SUCCESS:

  • Increased revenue.
  • Averaged approximately 450 video-on-demand content views per month.
  • Averaged .14 to .17 click-through rate, exceeding national average.
  • Contributions to non-profit community partner exceeded combined contributions during the previous nine years
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