Client

Bow Mitsubishi is a family-owned Calgary dealership serving Southern Alberta and offering a wide selection of new Mitsubishi models, quality certified pre-owned vehicles, and parts and services.

 

 

Highlights

5.8% lift versus control group

7X higher CTR than industry average

636 new visitors to dealership

 

Objectives

  1. Drive used car sales at a time when new car inventory suffered from supply chain constraints.
  2. Increase highly profitable service revenue Increase brand awareness with Filipino consumers.
  3. Grow market share through competitive customer acquisition.

 

Target Customers

Primary Customer Target: Used car shoppers, young families, and Filipino adults.

Secondary Customer Target: Customers shopping at competitive new and used auto dealers or service centres.

 

Audience Segments

RMG Advertising and Bow Mitsubishi identified high-value audience segments to best reach their Target Customers based on their activities and real-life movements.

 

  1. Used Car Shoppers were reached through used car lots at the other dealers located at the Calgary Auto Mall and Used Car Dealers located within their Trade Area.
  2. Young Families were reached through geographically relevant schools, parks, and activity centers.
  3. Filipino Consumers were reached through cultural centres, churches, and Asian/Filipino grocery stores.
  4. Competitive Dealer Customers were reached by targeting shoppers that visited other Alberta South Mitsubishi dealers.
  5. Service Centre Customers were reached through Dealer-branded, specialty service, and independent service providers.

 

KEY CAMPAIGN DRIVERS

Audiences: Three key audiences, identified based on real-life behaviours, delivered the highest campaign CTRs.

Creative: The HAPPY BOW YEAR ad was the highest-performing creative with a 3.39% click-through-rate.

 

 

DEALER ATTRIBUTION RESULTS

A Foot Traffic Analysis identified 423 and 213 visitors to the showroom and service centre respectively, and a total of 1,380 visits.
In addition, 79% of the visitors came from the Used Car Shopper, Young Family and Filipino audiences.

 

 

“RMG Advertising offers a pinpoint geo-targeting accuracy that is second to none. Their process is enlightening and effective, and they put great effort into ensuring we got maximum results. I would highly recommend RMG.”

Jon MacPhee, General Manager

 

 

* Industry average CTR ranges from 0.1%-0.25%.