NY Acura Dealers Association [Tier10 Case Study] | Tier10lab
- On January 10, 2013
Tier10 Case Studies: Get a deeper look into the challenges presented to Tier10, the solutions employed, and the results of these campaigns.
New York Acura Dealers were competing against Lexus, BMW and Mercedes with a fraction of their budgets. In order to grow market share, Acura needed to stand out in New York City, but had a much small budget than their competitors. Additionally, NY Acura did not want to use RP Alpha’s creative concepts which meant they would not recover co-op advertising funds from Acura corporate.
Tier10 worked with Acura’s team to get permission to produce a custom creative campaign featuring Mariano Rivera, baseball’s all-time leading closer and five-time World Series Champion. Tier10 also worked with Acura to get additional co-op advertising funds for digital marketing that targeted in-market consumers who were shopping for competitive makes online. Mariano’s valuable brand helped New York Acura stand out in the crowd and the digital campaign enabled the Acura dealers to attract more customers for less money. NY Acura dealers increased market share more than all competitors in the region, despite having a smaller marketing budget. NY Acura also had a 66% higher market share increase than Acura nationally.
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