Challenge:
The Mossy brand was created in 1923 in New Orleans, Louisiana. In the 1980’s Mossy expanded into San Diego, and in 1988 Advanced Marketing Strategies helped re-brand them for the San Diego market. This branding campaign produced the Mossy Nissan jingle, one of the most popular jingles in San Diego history. Since then AMS has worked with Mossy to continually evolve and expand their brand. In 2010 Mossy Nissan had one of the worst car sales years their company history. Customers were not buying cars due to the economic slump. If they did buy, it was only because it was an absolute necessity.
Strategy:
Advanced Marketing Strategies developed a new and innovative marketing campaign focusing on providing customers with a hassle free car buying experience at a low price – Rock Bottom Pricing. The campaign was based on a new themeline “Drive Better, For Less.” It incorporated big and bold statements about the benefits of the new pricing strategy to consumers. AMS developed a new brand around the new pricing strategy that included a new logo identity, in-store POP and car pricing stickers. The re-branding strategy was also incorporated in radio, TV, print, online, emails, social media and direct mail. The campaign launched in January 2011.
Results:
Sales increased by 21% over the same month in 2010 within the first month of launching the re-branding campaign. Sales continued to increase consistently by an average of 18% for the next 3 months. Traffic to the dealership increased by an average 16% over 4 months as well. Additionally, Mossy Nissan had its first record breaking sales month since 2009 in March 2011.
