Creative is only as good as its foundation. And that requires thoughtful communication based on relevant insights.
Consumers are exposed to advertising in virtually every part of their daily routine. Just imagine the number of ad exposures consumers receive in a one hour period when watching TV, while checking email, and discussing their plans via social media. It’s a constant influx of communication for an increasingly diverse audience of consumers. That makes it all the more important to understand the behaviors, attitudes, cultural factors, and motivations of your target group. And that’s how you create messaging that will stand out and truly resonate with them.
An Atlanta advertising agency – whose client is a local Honda dealer – had a cross-platform campaign that included both traditional and digital media. They were working on the creative and wanted to understand the motivations that drive potential car buyers, so that their ads would stand apart from competitive dealerships.
The increased traffic and sales at the dealership proved the overall success of the campaign. Buyers were asking about the upgraded technology packages and additional sports features – such as 4-wheel drive and a boat hinge – which illustrated the success of the creative messaging. Brand awareness and loyalty also grew through increased comments on their social media pages.