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.

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.