Case Study ~ White Bear Mitsubishi


The Challenge:

Market a niche automotive brand with minimal in-market intenders and very little national marketing support to drive dealership traffic and, ultimately, sales.

 

The Strategy:

Cuneo built an integrated campaign that included broadcast, cable, digital and event marketing with memorable creative centered around a white bear mascot. We selected a broadcast partner that would provide on-air schedules along with in-program marketing opportunities: The GM appears on a Twin Cities Live weekly segment. This opportunity made the dealer the news department’s auto expert, with the GM appearing quarterly and as needed for breaking automotive news stories. We also deploy and activate event marketing programs with venues like the Minnesota State Fair, University of Minnesota athletics, and Grand Old Days, providing thousands of prospective customers an opportunity to experience the vehicles first-hand

 

The Result:

In six years the dealership has gone from selling two new cars a month to more than 100. White Bear Mitsubishi is the No. 2 Mitsubishi dealer in the United States.