The new MINI station wagon comes on the market in the summer of 2004 – at a time when the competitive product, Smart, is celebrating success. How can you put the MINI station wagon in the limelight so it steals the show of its “bigger” rival? That is the job of the integrated regional campaign that we develop for the Rolf Horn car dealership. The company is the exclusive partner of BMW and MINI in the region. They commission us to create an attention-grabbing launch of the new MINI station wagon, to position the Rolf Horn car dealership as “the other” dealership, to support sales.
The “Smarter” campaign takes a humorous jab at its largest competitor while taking advantage of its major media presence. Partly even in a direct confrontation: a few billboards are placed directly in front of the local Smart branch dealerships. The subject also is shown on posters at many other locations in the region, in ads in the regional press and on red double-decker busses.
The highly visible campaign results in sensationally successful sales of the MINI station wagon: with a plus of more than 100% over comparable product launches.
The Rolf Horn dealership is one of the leading BMW dealers west of Cologne. When Rolf Horn shifted up a gear, expanding his dealership network to add a sixth branch in Wesseling, we are tasked with publicizing the opening of the new dealership and further strengthening the image of the business with a high awareness campaign.
rheinfaktor supported the dealership launch with a perfectly balanced, multi-channel communications mix consisting of outdoor posters, flyers, POS banners and a commercial for local radio. The arresting messages (“We’re moving up a gear”, “To good neighbors”) position the Rolf Horn dealership as a dynamic and reliable service partner in the region.
Thanks to its creativity and target group appeal, the campaign resonates strongly, both with customers and employees as well as with the new neighbors, which helps the Rolf Horn dealership to achieve its desired image.
Autohaus Rolf Horn is among the leading BMW dealers in the Rhein-Erft region. In today’s highly competitive automotive market most dealerships can no longer rely on the power of a big brand to position themselves. Today, they need to create new income sources through service concepts, used car sales promotions and local events. This is the path taken by Rolf Horn to achieve his goal of becoming the top BMW dealer in the region.
We create a complete bundle of unique, intelligent and witty measures, from print advertisements to radio spots in local media, from promotional deals to sports- and culture sponsorship, such as attractive client events. Thus the Rolf Horn dealership, under the umbrella of the BMW brand, develops a sustainable identity and positions itself as a strong partner with close local ties.
The distinctive spots, mailings and promotions create much talk value in the region and bring new customers to Ralf Horn. The business gains awareness as a dealership with strong local roots – and quickly grows to be the Number One BMW dealer in the region.