Client: US Auto Sales
Campaign: Papa Flair's Used Cars
Role: Concept Development, Strategy, Ad Management
The Objective
The campaign aimed to increase brand awareness, drive website traffic, and boost sales by targeting the sub-prime market with engaging and humorous content featuring wrestling legend Ric Flair.
Strategy
Leveraging Ric Flair's strong character and wide appeal, the campaign presented a humorous contrast between the exaggerated, aggressive selling tactics of a fictional used car salesman and the customer-friendly approach of US Auto Sales. The message highlighted the company's commitment to offering better vehicles, simple financing, and services to all credit levels, encapsulated in the tagline: "Better vehicles, simple financing, all credit levels."
The Execution
The campaign creatively used Ric Flair in a series of ads where he played the role of an over-the-top car salesman. This approach not only captured the audience's attention through comedy but also emphasized US Auto Sales as a preferable alternative to traditional car buying experiences. The campaign included a strategic rollout on social media platforms, expertly managed to maximize reach and engagement.
The Results
Views: Over 10 million on social media
Sales Impact: 20% increase in sales, significantly exceeding expectations
Recognition: Featured in a Facebook case study; extensive media coverage
Innovative Marketing: Secondary campaign for fake Super Bowl Ad
The Lesson
The campaign underscored the power of celebrity influence in creating a media buzz and driving engagement. It also provided invaluable experience in managing large-scale campaigns and demonstrated the effectiveness of creative storytelling in advertising.
