Fields BMW

tga-fields-bmw

With 32 franchises at 20 locations, Fields Auto Group proudly serves customers from Florida to British Columbia. Family-owned and operated, Fields BMW dealerships boast friendly and helpful sales staff, highly skilled mechanics, and multiple automotive industry awards. Their mission is to make every customer a customer for life, by consistently providing world-class service at their BMW dealerships.


CHALLENGE

Fields Auto Group was missing out on a huge marketing opportunity. They thought they were already reaching the Hispanic market through their general market efforts. But Hispanic sales did not follow their perception.

STRATEGY

TGA partnered with Fields Auto Group to develop a culturally relevant Hispanic campaign for the Orlando market. The objectives of the campaign were to promote the Fields Auto Group as a friendly and hassle-free purchase experience; and to position them as the bridge to help Hispanics achieve one of their American dreams of owning a luxury car. We developed a culturally relevant communications plan with campaigns that spoke directly to the Hispanic values and lifestyle by promoting the different offers the dealership had on a monthly basis for the BMW brand. With a mix of traditional (TV, cable, radio and outdoor) and non- traditional advertising (PPC, display, mobile ads, and remarketing), we were able to help Fields Auto Group reach and connect with the Hispanic audience efficiently and on a more genuine level.

RESULTS

The new connection had significant impact. The campaign was a tremendous success for Fields Auto Group. Brand recognition spread and sales soared within the Hispanic market. The campaign received an Excellence Award (Gold) at the International Competition Communicator Awards. We increased Fields Auto Group Hispanic customer base between 40% and 70% among their dealerships, helping them break sales records across the board, generating millions of dollars of additional sales from this growing and influential audience.

:30 Spanish Radio Spot “Ronquidos”
:30 Spanish Radio Spot “BMW i3 Verde”