TARGETING SPORTS CAR OWNERS TO

RETHINK THE GARAGE

Capability: Market Communications

Tools: MessagingPRPartnerships

Business Objective

  • Create consideration and purchase among males for a new line of premium garage appliances

Strategy

  • Encourage men to “Rethink the Garage” as their last bastien in the home
  • Target sport car enthusiasts
  • Influence spouses to approve the major purchase

Results

  • Four national network TV news stories and feature article on page one of the Wall Street Journal in less than three months
  • First-ever partnership with the Corvette Club providing access to General Motors coveted Corvette owner list
  • Placement of client products in the Corvette Museum
  • Sponsorship of the Corvette Museum’s 50th Anniversary caravan

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