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Automotive

Nimnicht Chevrolet

OVERVIEW:

To make the buying process easier and more appealing for customers, many car dealerships are adding new amenities. Nimnicht Chevrolet of Jacksonville, FL, had recently completed a major renovation, adding features like a cafe and children’s play area. To help spread the word about their improved facilities and highlight the new and used cars available, the dealership teamed with Comcast Spotlight for a multi-screen advertising campaign.

STRATEGY:

The dealership’s “sweet spot” was local consumers aged 25-54 with a higher likelihood of owning – or to consider buying – a Chevrolet, as determined by Polk registration data. Geographically targeted television advertising focused on high-reach networks like A&E, Discovery, ESPN, ESPN2, FOX Sports 1, History, TNT and USA. Digital advertising on Xfinity.com added cost-effective reach across the full Jacksonville market to connect with an even wider audience.

SUCCESS:

During the grand re-opening multi-screen advertising campaign, Nimnicht Chevrolet’s new car sales climbed 54% year-over-year.