South Florida Acura Dealers

Problem

Growing brand awareness, driving consideration, and increasing market share is easier said than done, especially in a high-cost media market. But that’s what South Florida Acura Dealers needed. With a large Hispanic market in South Florida, our team knew exactly how to accomplish our client’s goals by making their money go further.

Idea

We had to play with what was already working well. The dealers’ Tier 3 advertising dollars were focused on digital, so we knew focusing our Tier 2 efforts on linear marketing was more than viable. We implemented this campaign for both Anglo and Hispanic markets to complement the Tier 3 advertising, but with limited advertising dollars, we knew we had to push even more. We created Spanglish spots, which helped stretch our Hispanic reach and connection.

Results

Our efforts grew South Florida Acura Dealers’ share of voice in the marketplace, helping them grow brand awareness in their costly media market. Our creative campaign helped our audiences from different markets envision how an Acura can suit their lifestyles. All of this made South Florida customers rethink Acura – outpacing Audi, Acura soon climbed to the 4th position of the list of luxury brands South Florida considers.