RENO, Nev. – May 26, 2011 – The premise of the advertising campaign was simple: acknowledge the weariness of those who have been stuck driving vehicles that not longer fit their lives. Then present Greater Nevada Credit Union as the means for making an automotive lifestyle change. The end result: a 30 percent jump in auto lending and a handful of industry awards for the campaign’s creator, Ding Communications, of Reno, Nevada.
In addition to the Wrong Size Car campaign receiving Gold ADDY Awards in the TV Commercial and Campaign categories, the firm recently received an ACE Award for Best Multi-media Campaign from the area chapter of the American Marketing Association.
Unlike many industry awards, the ACE Awards program is weighted in part by quantitative results. In the case of Wrong Size Car campaign, the growth in results over Greater Nevada’s expectations spoke volumes. Using representative numbers from December 2010, for example, actual direct loan sales were tallied at $4,001,377 – a 27 percent increase over projections for the month. In all, the campaign grew lending by 30 percent.
A seven-member panel from an East Coast AMA chapter conducted judging for this year’s awards. Judges noted, "This campaign was positioned perfectly and has a great, cohesive look. We loved the ‘Little Lady, Big Car’ commercial. This team definitely targeted their audience with a well thought out message that resonated in the minds of consumers. The results were impressive."
In the other judging criteria, the campaign scored an average 4 out of a possible 5 points.
“It’s wonderful any time peers applaud our work. But for the work to help attain such a notable increase in business, that’s really the litmus test of how well we’ve done our job.”
The Wrong Size Car campaign ran from Sept. 2010 through Jan. 2011 throughout Northern Nevada in a variety of media, including television, print, online and in-store collateral. It has been followed up by the Embarrassing Car campaign, which further explores the angst motorists contend with while driving vehicles that bring on red-faced shame.