Allentown Kia was well-established, serving its Pennsylvania community for several years, while Raceway Kia in New Jersey was new to the Burlington Auto Group, having been acquired in mid-2017. Allentown sales had been slowly dropping off, and the store needed a reboot to get things going. Raceway sales were significantly below expectations.
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The power of video to tell stories and move people to action was a key component of this project for Gustavus College. The challenge centered on creating a video that would encourage alumni and supporters to contribute to Gustavus’ long-standing tradition of providing scholarships to first generation college students.
White Bear Mitsubishi had a reputation for exceeding customer satisfaction. Nevertheless, it was losing local sales, with new car sales averaging only two a month. It needed a strategy that, despite very little national marketing support for a brand that had minimal in-market intenders, would keep it top-of-mind with area car shoppers and ultimately drive sales.