Luxury Automotive | Harte Hanks

Launching a luxury vehicle in a down market - CASE STUDY

Case Study

Challenge

One of the world’s largest automotive brands needed help launching their new luxury model. To do that, we had to go beyond their reputation for high-quality cars at a budget price, establish a new customer base, and drive sales at a time when people weren’t buying luxury cars.

Solution

First we used data analysis to identify potential customers. Then we created a multichannel direct marketing campaign and smart mobile strategy. The integrated “luxury on your terms” campaign built on the existing brand traits of value and quality—then elevated it to target sensible boomers seeking luxury experiences.

The impact of the campaign proved that precise marketing can inspire customers to act—even when the market is less than ideal.


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