Audi Lynbrook was added to the agency roster as Anchor Audi in 2014. Our assignment was to re-launch the store with its new name into a mature market, oversaturated with Audi points.
A break with the old. We did away with the Anchor name in bold fashion and let the market know things were going to be different.
- Radio for frequency
- Cable for visual impact
- Full digital campaign
- Identified market areas in Queens, Nassau County and Belt Parkway (route to Brooklyn) that competitors ignored.
- Moved digital into a more geo-targeted mode based on heat
Competitor advertising was staid, upper crust, and unapproachable. Lynbrook had a new, younger, diverse team and a can-do attitude.
- Positioned as not the stuffy old white guy Audi store
- Audi Lynbrook . . . An Audi center like no other.
We developed a mnemonic fingerprint to communicate “unique”. Then we added our diverse customer and staff mix to the ads to communicate that we are the Audi store where everyone is welcome.