» Client: American Service Center
» Job: Create a print and radio ad campaign for American Service Center that boosts spring sales by showcasing the unique elements of Arlington Mercedes-Benz dealership’s success, including fierce customer loyalty, a welcoming atmosphere for all patrons and Mercedes-centric expertise.
» Agency: White & Partners in Herndon.
» Theme: White & Partners devised a campaign that let the dealership’s longtime customers sell their client. There is “a lot of passion surrounding the experience of buying a car at American Service Center,” said Jose Banzon of White & Partners. The agency put that passion into nine radio ads featuring customer testimonials. For example, Lou Lipnik, who has purchased 17 Mercedeses at the dealership, says in his testimonial that he loves it so much he often goes just to “hang out.” Michael Perkinson talks about his experience buying a Mercedes at American Service Center vs. other dealerships. Perkinson — a young African-American man — said AMS is one of the few places that would take him seriously.
» The Plan: The agency placed the testimonials on more than a dozen local radio stations starting in March. The print campaign skipped mainstream media and instead placed ads in targeted publications such as the Washington Blade and the Washington Afro-American to play on the dealership’s open atmosphere. All ads will run at least through November.
» Creative Team: Ken Majka (executive creative director), Donald Bullach (senior art director), Matt Walker (copywriter), Missy Leiber (VP, media director), Kevin O’Brien (account supervisor) and Jose Banzon (senior VP, director of account services)
» Ages: 29 to 55
» Background: The team collectively brings more than 40 years of experience to the table. Previous campaigns include work for both national and local clients, such as National Association of Realtors, Virginia Tourism and the Washington Capitals.
» Working on Next: A national campaign for Touchstone Energy Cooperative and Wintergreen Resort.
