Case Study
Eccentric branding campaign takes 401-Dixie Nissan to top spot
For seventeen years, 401-Dixie Nissan was the largest Nissan dealership in Canada. Built primarily on newspaper advertising (90%), supplemented occasionally by radio blitzes for events, the dealership lost its grip on the top spot in early 2007.
Challenge
401-Dixie Nissan was faced with flat sales and an increasingly competitive marketplace. Greg Carrasco, the dealership's GSM saw an opportunity to 'own' the dealership game in the Greater Toronto Area. This called for aggressive branding over the long-term to ultimately lead to sales growth.
It was also time to challenge traditional newspaper strategies and re-evaluate the declining return on investment.
Solution
After careful research and analysis, 401-Dixie Nissan adopted a fresh approach to market, investing close to 80% of its media budget in radio. Radio offered a cost-efficient means to elevate the dealership's brand GTA-wide, to build extensive reach and frequency and broadcast a "new voice" that would re-invigorate automotive shoppers' interest.
To shape the radio strategy, Carrasco asked what would transcend age, gender, and socioeconomic status? News.
Taking advantage of radio’s news, talk, and sports formats to provide the right audience and listening environment for his product, Carrasco created a quirky vignette campaign featuring himself as the spokesperson for the dealership – a larger-than-life personality that would be inextricably linked to 401-Dixie Nissan.
30-second spots positioned 401-Dixie Nissan as the friendly, go-to neighbourhood dealership.
Carrasco also placed banner ads on station websites and sponsored specific radio programs, intended to own the listener audience.
Results
The radio campaign began in mid-2007 and by the second quarter of 2008, the numbers started to climb. That year became the biggest in history for the dealership, and the biggest of all Nissan dealerships Canada-wide. Sales were 31% higher in 2008 over 2007, and were a full 19% higher than 401-Dixie Nissan’s biggest year in history, 2002, when the Altima was released.
Monitoring the dealership's website also revealed impressive results. Carrasco and Nissan keep real-time statistics on web traffic against radio and found that web hits go up 1400% after his commercials run.
The 401-Dixie Nissan radio campaign continues to produce qualified leads with a strong intent to purchase for Carrasco; he remains a recognizable voice on Toronto radio and enjoys an almost-100% closing ratio with customers who visit the dealership after hearing an ad on the air.
Despite an uncertain economy and faltering auto industry, Carrasco’s media strategy has placed 401-Dixie Nissan back at the top of the GTA automotive ranks.
"The moment your creative stands out, you stand a BIG chance on radio. It really is the secret to our success."
-Greg Carrasco, GSM, 401-Dixie Nissan
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