TARGETING ENTHUSIASTS WITH

RETHINK THE GARAGE

CAMPAIGN

Capability: Market Communications

Business Objective

  • Generate consideration and purchase among Boomer males for a new line of garage appliances

Strategy

  • Encourage men to Rethink the Garage as their last frontier in the home
  • Target sport car enthusiasts whose garages are their man cave
  • Influence the spouse for approval of a major purchase

Results

  • Placed four national network TV news stories and feature article on page one of the Wall Street Journal
  • First ever partnership with the Corvette Club providing access to the coveted Corvette owner list
  • Placement of client products in the Corvette Museum
  • Sponsorship of the Corvette Museum’s 50th Anniversary caravan
Vintage Car in Garage

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