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KXAN - Mercedes Benz

CHALLENGE Mercedes Benz of Austin was battling with a reputation crisis. The dealership had been getting some negative reviews about being off-putting and stuck up. Their goal was to brand themselves as a local, welcoming dealership.

PROCESS After meeting with them, our creative director came up with concepts to showcase iconic Austin things (Food Trucks, Willie Nelson, Dogs, and Tacos) to show the Austin audience they are from Austin and are just like them. After completion of the four spots, we wanted feedback from Austin viewers to help us pick which spot performed best. We used RAM Panel as a guide to which ads we should run for their schedule.

OUTCOME After getting the results and insights back from RAM, we saw that two of the spots (Willie and Dog) performed way better with audiences. We only ended up running the two spots instead of the four after the feedback we got from RAM. Knowing this information on the front end helped us greatly. We were able to secure a $200,000 TV buy with the help and strategic insights from RAM.

TESTIMONIALS

The RAM research tools have given us an invaluable insight into customer reactions to online and print advertising, which has helped us to secure this campaign and other similar campaigns from a wide range of advertisers. Return on advertising investment is a key decision making consideration for clients as budgets come under increasing scrutiny. RAM data gives great comfort and security to support decisions and drive creative approaches.

-Richard Bogie, Advertising Sales Director, Johnston Press (Scotland)

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