Smart Car

Partnering with the perfect brand champion

Smart Car

Challenge

Longtime client Beshoff Motorcars asked us to ramp up sales at their smart car dealership, smart center of San Jose. While smart cars get a lot of attention on the road, misperceptions about them were discouraging buyers. We needed to show people how practical and inexpensive these fun little cars are, and how perfect they are for residents of the populous San Francisco and San Jose metro areas.

Insight

• Radio is a cost-effective way to reach ideal buyers in this market

Solution

The cornerstone of our strategy was finding the right endorsement relationship that would make the most of our budget. We partnered with Jeff Pope, a DJ from the Pope & Marla morning show on Mix 106.5, the top radio station in San Jose. Over the 14-week period Pope promoted smart cars on the radio and events around the Bay Area. His use of social media was critical, using both personal and station accounts to generate interest, let his fans know where to find the newly-wrapped Mix 106.5 smart car, and share photos of himself and listeners with it.

Success

Pope was an ideal partner, going above and beyond to share his genuine enthusiasm for smart cars and converting fans of his show into fans of the cars. Our tightly-focused radio campaign paid off, driving a record number of sales for smart center and making them the #1 smart dealer in the country for the month.