The good thing about a company that’s been around for nearly 50 years: they have a lot of brand equity. The bad thing about a company that’s been around for nearly 50 years: they have a lot of brand equity. What do you do when a company comes to you to revitalize their brand and change their image from an old, tired car dealership to one where fun and excitement are a daily occurrence? In this case, you develop a multi-platform campaign around the phrase, “It Happens Everyday . . . at Rudolph Chevrolet.”
For this campaign, we knew the perfect jingle was crucial, so a lot of time and research went into developing the right melody and words. The result is an infectious and memorable jingle that has both young and old singing along upon hearing the familiar notes.
In addition to a catchy tune, this campaign also benefited from an aggressive TV and radio buy, a cohesive print campaign, and the in-store collateral and POP materials to drive the message home. Furthermore, “It Happens Everyday” is robust and flexible enough to promote all the benefits and services of this car dealership: new and used car inventory, service department, financing, etc. |
