The car dealership category is typically bogged down with TV and radio commercials screaming deals. H&H wanted to target young adults who are in the market for a new car. In order to keep H&H top-of-mind with this audience, Bozell created a lighthearted concept that could live online, where young adults already are, and would be fun for both current and potential H&H customers.
With most TV spots, co-op and legal regulations leave little room for fun, but this time, we were able to set those regulations aside. These online-only videos would focus less on deals, and more on having fun with the Kia and Chevrolet vehicles. What came from that was Sundays on Lot. We thought to ourselves, what exactly happens when dealerships are closed on Sundays? And what we imagined was that the cars hold staff meetings, play pranks on each other and ponder life’s greatest mysteries. So we created videos with these scenarios – talking cars and all.
Then we created a pair of landing pages where the videos lived. With no money to promote the videos, we placed them on Facebook and the H&H websites. We provided multiple call-to-actions allowing the user to take appropriate next steps based on their engagement level.
The results were even better than anticipated. We had more than a thousand views on YouTube and hundreds of hits to the landing pages with people spending more than two minutes on average browsing the videos. Views of Sundays on the Lot beat out the majority of H&H’s YouTube videos by more than 10 times. In addition, we had very positive social media interaction with comments like “That’s a great commercial! Love it!” and “You guys really outdid yourselves! Entertaining, funny, good show gentlemen!”