Effectv is now Comcast Advertising.
Driving automotive sales through community-based messaging
Strong community relationships fuel sales in the automotive industry. And dealerships support their communities as significant employers, sponsors of sports teams, supporters of local causes, and all-around engaged neighbors. Strategic advertising helps them ensure that potential customers know about those commitments.
Established in 2008, the Doral Automotive Group owns three dealerships in South Florida: Doral Lincoln, Lincoln of Cutler Bay, and Ford of Kendall. Doral Lincoln has been the top-selling Lincoln dealership in the Eastern United States for the past nine years, and Ford of Kendall is known as the Miami DMA’s number-one car dealership for sales and service.
An opportunity to connect in meaningful ways
Consumer habits are continually evolving, and media consumption is becoming increasingly fragmented. This means businesses must adapt their advertising strategies to stay visible and relevant. For Doral Automotive Group, this meant embracing a broader, more flexible approach to reaching potential customers – an approach leveraging multiscreen TV media placement.
“Advertising is changing in many ways, and you need to be everywhere,” Doral’s founder, Luis Somoano, explains. “TV in general is an essential piece to showcase your business.”
TV’s critical role led Doral to begin its ongoing partnership with Comcast Advertising more than seven years ago. Doral’s goal was to engage the community and focus on family. The company aimed to use multiscreen TV advertising to stay top-of-mind and connected with consumers, regardless of market conditions.
“The networks that [Comcast] is able to reach have really made a difference in how people perceive us in the community,” says Kristina Perez-Cubas, Doral’s corporate controller. “[Customers] see us when they’re watching a [Miami] Heat game, when they’re watching the Golf Channel, when they’re watching their favorite show online. We’re able to reach different demographics.”
The strategic difference: multiscreen TV advertising
To effectively reach a diverse customer base, Doral Automotive Group partnered with Comcast Advertising to develop a multiscreen TV strategy that maintained a consistent presence across traditional TV, streaming platforms, and live sports – especially Miami Heat games. This approach helped Doral overcome media fragmentation and connect with audiences wherever they consume content.
From January to April 2023, Doral Lincoln enhanced its base campaign with a targeted push during Miami Heat games. The campaign featured emotionally resonant creative centered on family values, showcasing real members of the Doral team to build authenticity and trust. Strategic multiscreen media placements increased reach and frequency, while the heartfelt storytelling bolstered recall and emotional connection.
Lasting results that matter
The results were strong: Doral saw a +6% increase in incremental reach and a +41% boost in frequency compared to its base campaign. Website visits surged within 30 minutes of ad airings, and conversion rates for both new and used car purchases exceeded market benchmarks. The campaign demonstrated how thoughtful media strategy and meaningful messaging can drive measurable business outcomes.
[Customers] are able to see what we stand for and who we are. And it’s something that we probably would not have been able to do without [Comcast].
Kristina Perez-Cubas, Corporate Controller, Doral Automotive Group