Larry H. Miller Chrysler Jeep Dodge Ram Surprise had a strong reputation in the Phoenix area, but the distance from the rest of the suburban and downtown area made it unattractive, and the store was struggling to expand its customer base. The agency was asked todemonstrate to the average Phoenix resident why making the trip out west was the right choice in their search for a vehicle.
We played on the trope of grand westward travel in American mythology to enticecustomers to “Come West” and to establish LHM Surprise Dodge as a fabled land ofplentiful cars (“the vehicle you want”) and low pricing (“at a price you’ll love”). This position was established by focusing on promotion of the store’s great volume of available vehicles and their value pricing.
After two years’ successful use of the Come West campaign, the store wanted to create more awareness of their used car business. The store had access to a huge network of high-quality used cars and trustworthy car buyers, and it was important that the customer understood that at LHM Surprise Dodge, they would get a great used vehicle AND the best possible offer for their own vehicle — in no time.
Continuing with the successful Come West branding, the agency developed and deployed a campaign that explained the store’s used vehicle process and promoted its benefits.
Client: Larry H. Miller Chrysler Jeep Dodge Ram Surprise
Agency: Saxton Horne Communications
"Come West"
Creative Direction: Sebastian Tatum
Design: Brian McDonough | Copywriting: Adam Hancock
Video Editing and Animation: Aaron Allsop
"Road-Rippin' Trades"
Creative Direction: James Kenison
Design: Patrick Schulz | Copywriting: Nick Mathews
Video Editing and Animation: Joseph Lindsay
"Come West"
Creative Direction: Sebastian Tatum
Design: Brian McDonough | Copywriting: Adam Hancock
Video Editing and Animation: Aaron Allsop
"Road-Rippin' Trades"
Creative Direction: James Kenison
Design: Patrick Schulz | Copywriting: Nick Mathews
Video Editing and Animation: Joseph Lindsay
