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Wrong Size Car Ad Campaign Finds Buyers, Racks Up Awards for Reno Ad Agency

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.

Greg Fine

As a principal, creative director and head of business development for Ding Communications, Greg is responsible for shaping and forming the advertising and marketing for an array of clients. Those businesses include prominent financial institutions and money advisors; large and small medical practices and care facilities; regional tourism and hospitality bureaus; commercial and residential real estate and title firms; and a host of non-profits. A native Nevadan and graduate of the University of Nevada, Reno (BA Journalism), his focus has always been marketing centric. Leading up to the opening of Ding Communications, he freelanced for several prominent regional advertising agencies. Prior to that, he was a copywriter for the San Francisco Chronicle/SF Examiner marketing department; and served as publicist for both the Reno-Sparks Convention & Visitors Authority and Harrah's Lake Tahoe. Greg's two daughters have been responsible for his hair loss, but he accepts that. And his wife, Shelli, manages the firm's financial reins. In off-duty hours, Greg rides his mountain bike around the hundreds of miles of single track surrounding Reno and Lake Tahoe. Winter finds him wandering the same mountains, but on skis. He is a founding member and actively involved in the K-8 Wellness Initiative, an all-volunteer committee dedicated to helping Washoe County Schools foster and adopt daily physical education and nutritional practices for its students to prevent obesity. He serves in advisory role to Keep Truckee Meadows Beautiful, an organization dedicated to making the Truckee Meadows "America's Cleanest Community." And finally, he sits on the board for the Girl Scouts of the Sierra Nevada.
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