case study: Palm Springs Subaru
The intention was to further move a niche market into the mainstream. Palm Springs Subaru and Volvo wanted to attract a certain high-level fandom, as the brand does nationally by promoting quality, safety and lifestyle-driven marketing. In the desert, these brands enjoyed an emerging popularity with a key window to optimize a greater market share.
We sought to build on Palm Springs Subaru and Volvo’s singular dealer status in the Palm Springs area using a regional awareness campaign. JNS Next began with Subaruproduced TV ads tagged with local branding on cable and broadcast; these were paired with original radio and online packages targeting affluent 35+ households. The campaign appealed to the aspiring lifestyle of the brands while reminding the audience that Palm Springs Subaru and Volvo is the one and only source in the desert.
After launching the campaign, JNS Next helped deliver an increase in sales for Palm Springs Subaru and Volvo. This included several record-breaking months, enabling the dealership to rise to the number one status in the entire region, thus beating out Toyota, Volkswagen and Nissan.
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