Imaginasium

Broadway Automotive

Under the campaign theme “What Drives You?,” Imaginasium positioned Broadway as the only dealer who clearly understands the customer’s motivation for buying a car, and strives to embrace their point of view throughout the entire buying experience.

Imaginasium developed a broad television campaign, monthly radio spots, classified ad templates, in-store POS and billboards that would drive home the positioning and give customers a reason to choose Broadway beyond a great price. Based more on warm, friendly humor and approachability than screaming prices, they reflected a calm, rational approach to truly meeting the needs of the car buyer - a refreshing and badly needed change.

In addition, the focus of periodic promotions was changed from shopworn seasonal sales (such as Fourth of July “Firecracker Sales”) to monthly events that focused on themes important to the customer, including Family Month, Safety Month and others.

Results? In 2005, Broadway regained the #1 market share position in new car sales, became the #1 Chevy dealer in Northeast Wisconsin for the first time in two years and beat the nearest competitor in used car sales and market share. In addition, the positioning differentiated Broadway from other local dealerships such that when price was at parity due to a GM manufacturer’s incentive, customers chose to shop and buy from Broadway. This positioning also helped Broadway claim the leadership position in top-of-mind awareness. In fact, Broadway was awarded the “Women’s Choice Award” as the favorite auto dealership among women by a local publication.

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