RECALIBRATING FOR CAR GUYS
AUDIENCE BLINDSPOT
Driven by quantitative research, a national car parts retailer found its campaign effective with the general market, but Hispanic audiences they pretested with dismissed it in testing as “saying the right things, but in a dorky way.”
CREATIVE INTERVENTION
Based on this ethnographic information, we briefed a tonally-resonant adaptation of our client’s general market campaign, with different executions attuned to different markets.
WHAT WE FOUND
We embedded with “Hispanic Car Guys” in three different cities and documented, through video, not just the“what” they did, but the “how”: slang, mannerisms, the music they played, even the beer they drank while working on their cars.
RESULTS
Their campaign’s performance among Hispanic audiences caught up to GM within two quarters.
