Dealership advertising is known for its fireworks, balloons and screaming salesmen with cut-rate deals. Looney Advertising & Branding and their client, Benzel-Busch, are hell-bent on changing these tired industry cliché’s. This month they’ve launched a new TV campaign (comprised of four commercials) set to air on Sling TV that uses sophisticated humor to promote key assets like valet service, a modern sales approach and state-of-the-art parts department. road

Last month they launched a branded content film that covered an exclusive AMG Mercedes Road Rally event the dealership sponsored on digital and social media channels. Looney will be developing more content that revolves around service, brand values and transparency. “The reality is that price has become fairly commoditized in the automotive category and the majority of people lease their cars, so service and long-term relationships with the dealer is critical", commented Sean Looney, Creative Director and CEO at Looney. "Benzel-Busch is really the most innovative, family-run, luxury dealer in the country so it makes sense that they tell a different story than the rest in the category", added Debbie Looney, fellow CD and partner. “To be honest, we’re not sure why dealerships continue to portray themselves in a way that reinforces negative stereotypes”.

The agency is developing a fully integrated campaign, which includes, native, mobile, print, outdoor, digital, email and social media campaigns with a highly targeted media buy. They expect website visits to increase more than 10,000 percent in one year.

Benzel-Busch — “Parts“

Benzel-Busch — “Valet“

Benzel-Busch — “Service“

Benzel-Busch — “Sales“