BOB RICHARDS AUTOMOTIVE
The South Carolina television market was saturated with screaming automotive ads—the kind that make people fear car salesmen.
Bob Richards was looking for something different. Something that would gain customer attention and trust.
ROT$’s approach was to go 180 degrees away from the existing dealership advertising and create a campaign using real Bob Richards customers to talk about their positive experience when buying a car.
The cast was composed of charming, ordinary locals and the pace of the edits was unusually slow, which created a captivating tone for the campaign. The result was a series of stories about how buying a car can be a good experience.
The sales results were remarkable. Bob Richards saw a 30% increase in organic search traffic. Here’s what Jack Brennan, the COO had to say:
“The one thing we know about our current campaign is everyone is talking about it. I sat and listened to 6 guys working on a walkway at my home. They spent 15 to 20 minutes discussing the ads. I was amazed how many of the commercials they knew—they all had a favorite, they all had one they hated, and they all questioned what was their purpose. Our employees report the same thing. Their customers hate them, love them, think they are crazy, yet they all know about them.”
