One of the most expensive aspects of creating quality television advertising can be the production cost. Having said that, it is well worth spending the extra money to ensure that your brand is conveyed professionally. One thing we try to do for our clients is maximize production time when you shoot a spot. Why create just one commercial when, with some extra planning and strategy, you can create a series? That’s just what we did for Hummel’s Nissan with their Anniversary Sales Event.

Earlier this fall we shared our 80/40 Anniversary TV creative. This was a soft sell, branding message that established this milestone and provided some backstory on the history of the business. At this time, we also knew that we would be ramping up marketing before Thanksgiving to drive sales before Nissan’s national holiday sales event. To further honor their 80/40 Anniversary, Westergaard suggested that Hummel’s launch an Anniversary Sales Event to fill this gap.

Leading the creative effort on this charge was a television campaign carefully designed to piggyback on the prior month’s messaging. During that shoot, we created a “sales donut” with Mark Hummel reminding the audience of their anniversary and inviting them to take advantage of these special offers. Running footage from Nissan was added in the middle to provide a harder sell and a more concrete call-to-action. In the end, this solution offered a cost-effective way to continue a campaign and build on its success while changing the message up slightly as well.

To drive additional sales, we borrowed a classic direct marketing strategy and put a new media spin on it. Direct mail vouchers are no knew thing in the auto business. In fact, they are a great, measurable way to market to your existing database. In keeping with the cost-effective nature of this event, Westergaard took this methodology and applied it to email marketing. As this email launched in the midst of the TV campaign, we included Mark Hummel’s image as well to tie the two programs together. The end result is an email version of a direct mail classic.

View the full email creative here.