CHALLENGE

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This multifarious challenge required helping the media buying agency of record re-energize the overall brand, while creating separate marketing and branding initiatives for four distinct dealerships, with the goal of increasing sales among new Atlanta, Georgia residents.

SOLUTION

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MatterMax Media created a multimedia campaign that highlighted the values and technological advances of each manufacturer (Acura, Lincoln Mercury, Pontiac-Buick-GMC and Mercedes Benz of Buckhead). In addition, we re-designed the Baranco logo and taglines to give the dealer group as a whole, a distinctive, powerful image inline with the new campaign strategy.

RESULTS

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The Baranco dealer group saw record sales at each of its three dealerships throughout this period.

The Acura store, 14 miles outside the perimeter of the Atlanta metro area, out-performed Atlanta-metro Acura dealerships inside the perimeter during the campaign.

The Lincoln-Mercury store outsold all Lincoln Mercury dealerships to win the prestigious Lincoln Mercury Pebble Beach Contest that year.

The Pontiac-Buick-GMC location increased sales, exceeding 100 units sold at the peak of the campaign for the first time in 8 years, since the dealer relocated from the Atlanta-Metro area to Stone Mountain, Georgia.

And, according to the Atlanta ABC Book of Lists Report, the Baranco Dealer Group revenue grew from $120 million to $151.2 million year to year, representing a 26% increase.