Hula Giirl :30
Character Development
Bobblehead Mascots
Window Cling Dealer Signage
Online
Website Development
If buying a car is not at the top of the list of things most people like to do, buying that car at a giant auto mall ranks even lower. Big, impersonal, and not exactly conveniently located, an auto mall can be seen as a real clunker.
In addition to everything else, Salinas Auto Mall was blind sided by the economic downturn, which slammed the brakes on auto purchases and left the dealerships with no choice but to take a marketing detour. So the auto mall asked several area shops for ideas. It wasn’t just because of the name “Yellow Bus” that the agency took the checkered flag. It was Yellow Bus’ ability to get a wide range of dealers to go along for a completely different ride.
Yellow Bus created a new identity campaign that re-positioned the auto mall as SAL, a friendlier, more approachable…Guy? Gal? Who is SAL? TV spots pose the question and the new website answers it. Traffic shot up 75% and sales got a jumpstart.