Capitol Chevrolet: From New Outlook to No Looking Back.
In January 2016 Capitol Chevrolet in partnership with the Miller Ad Agency launched a Brand New Complete Ad Campaign. This was a completely revamped plan that included a media overhaul, all new creative, as well as a complete head to toe mindset makeover.
We produced a spot that highlighted new General Manager Alex Flores. The plan was for Alex to speak directly to the market while also sharing one of his greatest accomplishments. Alex is a 3 time combat Veteran of the US Army, and his work with Veterans is something special to not only him but also to the Capitol family. All creative included the message that Alex is a Veteran and that all Veterans are always welcome at Capitol Chevrolet. Plus to differentiate Capitol Chevrolet from other domestic dealers in the market they launched a oiconsistent message promoting No Payments for 90 Days, No Money Down, and Oil Changes for Life. The key was making sure this message was on all advertising platforms including TV, Radio, Digital, Outdoor, and in House. The creative changes from month to month, but always with the same consistent overall messaging.
New Media Plan and Strategy
Capitol Chevrolet had been on TV and a little radio, but they wanted to make a bigger splash. Using competitive spending and other metric information a new plan came together to get the maximum amount of eyeballs. Capitol Chevrolet invested in a media push on all media platforms utilizing appointment Television, Drive Time radio, and an overall market blitz to guarantee Capitol became the top of mind auto dealer in Austin Texas. Capitol Chevrolet also launched a concentrated effort to reach out to the large and growing consumer Hispanic market in the region. Spanish TV and radio as well as community outreach have been an important piece in the plan that have made Capitol Chevrolet the number one overall Automotive dealer for Hispanics in and around the Austin Texas market.
Becoming top in their location and zone
After the very first month