Karl Auto Group
Unique Marketing Campaigns for a Leading Car Dealership
Oil changes are critical to a dealership’s service department.
At Karl, the oil change business was down across all locations. There wasn’t a brand for our service, nor any messaging that set it apart from our competitors.
After analyzing customer flow, service times, and revenue potential, I met with each service manager. All locations said that an oil change with an additional service is performed within 40 minutes.
We created the 40 Minute Certified Service brand for all our locations. The unified brand helped our advertising drive consistent traffic to every location. Within weeks, shop visits increased —without changing the product, process, or price.
Karl Super Bowl Ad
With this ad, we aimed to honor Carl Moyer, founder of the Karl Auto Group, reaffirm our values, and introduce our new Dealer Principal. I collaborated with the video team on the concept and script, producing a cohesive final piece that struck the right tone.
Collision Campaign - ‘Take it to Karl!’
The collision business is dramatically changing. New cars are loaded with safety features that reduce small accidents, and the industry is consolidating around national brands. Another issue is that most customers don’t go through a traditional buyer's journey. People don't consider a repair facility until the moment they get in an accident. The few minutes where they are deciding what to do next are critical.
We needed drivers to remember us in those moments after an accident. That’s where Take it to Karl was born.
1:00 Radio Script:
You have invested in your vehicle. Don’t let a fender bender or small scrape steal its value.
Let the iCar Gold Class-trained collision centers at the Karl Auto Group repair your vehicle today. We make it easy!
Karl Auto Group Collision Centers focus on repairing your vehicle properly and putting it back to its pre-accident condition.
Our expert iCar technicians use the latest technology and innovations to repair most makes and models of vehicles on the road today.
You always have a choice when it comes to collision repair. To restore major damage, dents, or dings, just do one thing… Take it to Karl!
Visit Karl Collision Centers in Ankeny, Marshalltown, Stuart, and Webster City. Schedule an appointment at karlauto.com.
(Music close: Your Dealer for Life, It’s the Karl Way!)