Dick Huvaere's Chrysler Dodge Jeep Ram

OVERVIEW:

When it came time to explain to car shoppers that they wouldn’t find any “gimmicks” at Dick Huvaere's Richmond Chrysler Dodge Jeep Ram of Richmond, MI, the dealership found the stars for its commercials on its own staff - and the solution to reach customers on multiple screens with Comcast Spotlight.

STRATEGY:

The dealership worked with Comcast Spotlight to identify networks watched by likely Chrysler brand buyers, many of which also were used by the parent company for national advertising. That effectively doubled their brand exposure, keeping their name “front and center.” Sports programming - particularly Detroit Tigers baseball and ESPN’s Monday Night Football - provided significant reach. That exposure was further enhanced with in-banner and pre-roll video advertising online, which the dealer considered a perfect way to reach “Generation Y” customers.

SUCCESS:

  • Dealership has become the top-selling Ram dealer in Chrysler’s Great Lakes Business Center.
  • Wide recognition of commercials from new and existing customers.
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