Enjoy Your Ride

Project Brief

Car dealership advertising is normally bogged down by boring details about lease payments, car models, and financing terms. What if a car dealership made the experience fun instead?

The Challenge

In a hyper-competitive and always changing marketplace, First Team Automotive Group needed to tell people that they offered great deals at all six of their locations. And it had to be done through a unified brand that consumers would remember as an enjoyable place to buy their next car.

The Solution

We developed a brand platform called “Enjoy Your Ride.” It informs everything from the music in our TV commercials to the look of our social media posts and the promises we make to the consumer. Because buying a car should be a happy experience.

To translate the feeling of Enjoy Your Ride into a flexible brand, we also created a bright color palette and clean, simple typography—which further helped to differentiate the brand.

Our Results

Every month, all national car brands announce new incentives and deals. So in the first few days of each month, we have to quickly incorporate those deals into hundreds of branded creative assets for the five vehicle brands under the First Team brand umbrella. Below are the results for those efforts.