The Dodge performance vehicle and Ram truck segment is heavily male dominated. Westbury Jeep Chrysler Dodge Ram called on Cameron to develop a breakthrough strategy to appeal to this highly desired audience.
Cameron identified NASCAR as the ideal venue to connect with male performance vehicle and truck buyers – and secured NASCAR’s ultimate legend to represent our client, by partnering with Richard Petty and his highly regarded brand, Petty’s Garage.We then created and produced a series of high-impact videos featuring Richard Petty as spokesperson to powerfully brand Westbury’s VIP program.
The campaign featuring cable TV, print ads, special events, POP materials and direct mail – drove traffic to a microsite designed specifically to appeal to the target audience.
The campaign attracted the target audience at record numbers and resulted in significant high-profit sales, particularly special edition Dodge Charger & Dodge Challenger vehicles that yielded extremely high grosses. In addition, the campaign enabled Westbury Ram to penetrate a new market outside its PMA with a high concentration of Ram owners and sales increased by 20%.