Connecting with car buyers through humor and strategy
Bob Davidson Ford Lincoln is a family-owned Ford Lincoln dealer located in Baltimore, Maryland. Offering both sales and service for new and pre-owned models, Bob Davidson serves as the community’s trusted one-stop shop for everything Ford. Throughout its many years in business, the dealership has consistently prioritized excellence, achieved top customer satisfaction ratings, and maintained an unwavering commitment to exceptional service.
The dealership approached Comcast Advertising with a goal of reaching adults aged 25-54 in the market for a new vehicle. Additionally, Bob Davidson had creative focusing on humor and a vision of keeping the fun alive throughout its campaign strategy.
Meeting audiences where they are and where they’re watching
With the target audience established, the team was able to identify the top advertising zones for Bob Davidson based on strategic research. By leveraging Comcast Advertising’s geotargeting capabilities, the dealership minimized wasted impressions and focused on engaging viewers most likely to drive business growth. The plan also leveraged Ford’s national advertising strategy, with local adjustments based on the selected zones.
Next, we had to select networks that aligned with both the audience and the client’s humor-driven creative approach. The TV campaign featured younger-skewing networks such as TBS (home to The Big Bang Theory), A&E, Bravo, ESPN, ESPN2, HGTV, MTV, Spike, and truTV.
TV advertising drives real business outcomes
Bob Davidson Ford Lincoln’s creative may have been funny business, but its TV advertising campaign was seriously effective. The dealership reported a substantial +20% increase in foot traffic. And, as a bonus, customers frequently mentioned the dealership’s humorous commercials.