» Client: Luxury car dealers HBL of Tysons
» Job: Boost lagging sales at HBL’s multiple car dealerships in Tysons by creating a campaign that connects with the company’s high-end clientele.
» Agency: The Bomstein Agency in Washington, D.C.
» Theme: HBL: The real deal in luxury.
» The concept: HBL sells ultra-high-end cars, such as Mercedes-Benz, Porsche and Aston Martin. “Nobody needs the cars they sell,” said Ody Leonard, Bomstein’s associate creative director. The agency focused on that fact with a campaign that positions HBL’s cars as a fashion accessory, not a transportation necessity. Ad headlines such as “The perfect accessory for that dress from Tysons Galleria” and “You just bought a designer Italian leather suit. How about some German leather to go with it?” play up HBL’s location in the high-income Tysons neighborhood.
» The plan: Place radio and print ads on stations and in publications that target the 34-to-54 demographic. Print ads were primarily placed in local newspapers in order to include up-to-date leasing offers. The ongoing campaign launched in April.
» Creative team: Howard Bomstein, founder; Mike Leimbach, creative director; Ody Leonard, associate creative director, copywriter, broadcast producer; Kacy Cummings, art director; Erika Fishman, senior account executive; and Karen O’Shaughnessy, media director.
» Ages: 20s to 50s
» Background: The Bomstein Agency — which will celebrate its 30th anniversary this fall — is one of the oldest advertising agencies in the District. Creative director Mike Leimbach has been with the agency for more than 18 years, while Ody Leonard, associate creative director, has been with the agency for about eight.
In that time, the pair have worked with such high-profile clients as the Washington Capitals, National Organization for Women and Sport & Health Clubs.
» Working on next: Phase 2 of an award-winning campaign for Frankel Automotive Group and a new campaign for national developer Patrinely Group’s luxury condominiums in Bethesda.
