When it came to trying to reach adults aged 25-54 in the market for a new vehicle, Bob Davidson Ford Lincoln of Baltimore, MD, went “big” with humor: with commercials that played on one of the most popular shows on TV, The Big Bang Theory. But while the creative may have been funny business, their approach to using multi-screen advertising to drive traffic was seriously smart.
The strategy began with data, which led the dealership to focus on specific sales zones within the market. The plan also leveraged Ford’s national advertising strategy, with local adjustments based on the selected zones. TV advertising included younger-skewing networks like TBS (cable’s home to The Big Bang Theory), A&E, Bravo, ESPN, ESPN2, HGTV, MTV, Spike and truTV. Pre-roll and in-banner video advertising on Xfinity.com extended the reach of the campaign to digital platforms, reinforcing the brand and directly engaging audiences.
Bob Davidson Ford’s creative multi-screen marketing campaign delivered a real bang, as foot traffic increased by a substantial 20%, and those customers frequently mentioned the humorous ads.