When chosen to introduce a new Mercedes-Benz dealership into the New York market, RDG Group crafted a unique brand image strategy that accentuated three competitive advantages, namely: personalized service, affordability, and Sunday showroom hours. A positioning slogan, "We make it happen" was coined to further differentiate from the hyper-competition from established competitors. The year-long campaign culminated in a publicity contest with a regional radio station featuring the grand prize of a new Mercedes-Benz automobile.
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- Strategy
- Print Campaigns
- TV & Radio Commercials
- Sales Collaterals
- Direct Response
- Store Design
- Signage & Retail Display
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