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Automotive

Gerald Kia

OVERVIEW:

As the “youngest sibling” in a family of dealerships serving customers for eight decades, Gerald Kia of Naperville, IL, was getting ready to move out of the nest, so to speak, by relocating to a brand-new, state-of-the-art showroom. With many competitors in the market, the dealership needed to effectively communicate the news about its new home so customers knew where to go when in the market for a new ride.

STRATEGY:

Gerald Kia faced the challenge of having “something for everyone” in its product portfolio, from entry-level affordable cars to a recently-introduced luxury model. That’s a good challenge to face, and one Comcast Spotlight was uniquely qualified to help the dealership exploit. With a broad mix of television and digital video advertising options, Comcast Spotlight ensured Gerald Kia’s value message and ability to accommodate any buyer’s needs. Broadly, the dealership’s target audience was a mix of men and women with a bit of a younger lean, though the new luxury model introduced a new type of customer to the mix. A television schedule that incorporated networks such as AMC, Bravo, Cartoon Network, CNN, Comcast SportsNet, E!, ESPN, FOX Business, FS1, FX, Golf Channel, HGTV, History and USA was paired with static, in-banner video and in-stream video digital advertising as well as home-page takeovers on Xfinity.com to blanket local car shoppers with geographically targeted advertising.

SUCCESS:

The campaign to promote the grand opening of Gerald Kia’s new location was a success, helping to increase revenue compared to the months prior to the move, while the number of leads and form submissions on the dealership’s website also increased.