Classic Toyota and Classic Kia are family owned, community minded stores. The owners and GMs are very involved in the community. It’s also a frugal client, always looking for ways to combine and maximize media. But, then, who isn’t?

The idea:

Develop a promotion around community advocacy that could work across all media platforms – traditional, digital, social



The agency created a Teacher of the Year promotion with monthly and yearly winners

  • Two radio station partners
  • Community nominations via internet and social

All three media worked together in perfect harmony, each amplifying the other.

  • Likes, shares, and engagement escalated exponentially
  • Listener response was so high that one station turned it into programming, conducting on-air nominations and winner interviews.
  • Teachers were nominated even during a local teachers strike.
  • BEST OF ALL – people went out of their way to let client know they bought because of this community effort.

A true cross platform multi-media effort

Not bad when the agency, in reality, only placed a $200k year-long radio schedule.


Increased Social engagement


YOY unit sales increase in flat market

$411,000 media value delivered for $200,000