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Automotive

Lauderdale BMW

OVERVIEW:

Communicating a shared passion can be a powerful way to engage with consumers, and it’s one Lauderdale BMW of Ft. Lauderdale, FL, used in its multi-screen advertising with Comcast Spotlight. With two locations in the market, the dealership wanted to connect with consumers passionate about topics like sports, the arts and the community.

STRATEGY:

Aiming to speak to both men and women, and across age groups, the dealership’s campaign incorporated a mix of popular networks like A&E, AMC, Bravo, CNBC, ESPN, FOX News, Golf Channel, HGTV, Food Network, TNT, Travel Channel, USA and the Weather Channel. The media plan included both run-of-schedule advertising and specific placements in first-run programming. To meet manufacturer requirements that advertising air in a dealer’s primary market area, the messages were geographically targeted to four zones for each location. The split between the two locations was periodically adjusted based on sales results. Digital advertising, consisting of static and Flash banners on Xfinity.com, engaged customers on a second screen, extending the campaign’s reach and frequency.

SUCCESS:

Already a top-performing BMW dealership, Lauderdale BMW saw its sales, deliveries and registrations increase 18.2 percent year over year.