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Automotive

Len Lyall Chevrolet

OVERVIEW:

They say you don’t get a second chance to make a first impression, but a “grand re-opening” may be the next best thing. It’s a great opportunity to tell customers exactly how you’ve changed to better meet their needs. For Len Lyall Chevrolet in Aurora, CO, that meant focusing on three key differentiators: pricing, selection and service.

STRATEGY:

To reach potential customers across multiple screens, Comcast Spotlight worked with the dealership to blend TV advertising with in-banner video and video pre-roll, primarily in the two zones most important to the business. Sports, including Monday Night Football, was a central component of the plan, along with programming on networks like ESPN, ESPN2, NFL Network, Altitude, Animal Planet, BET, Comedy Central, Discovery, HLN, TBS and truTV. Across the full Denver market, advertising also aired on CBS Sports Network, ESPN Classic, MLB Network, National Geographic and Speed Channel (now FOX Sports 1). Video advertising on Xfinity.com included the site’s home, sports and email sign-in pages.

SUCCESS: