PLANET HONDA

BuzzFeed ran a feature, “Ways you know you’re from New Jersey.” Jug handles. What exit? You can’t pump gas. Diners. Planet Honda commercials. We humbly take some credit for that, along with startling growth. This is a how-to text book on integration.

Planet Honda’s market is unique. Three competitors are equidistant. Another is 2 miles away. So, growth required creating a bigger footprint. Which was happening slowly through cable and radio, but at a cost. The cable buy ran across 3 cable systems and 11 zones.

"Bring us more traffic, we’ll do the rest."

-Planet Honda

Expand the exiting Planet Man campaign to include more reasons than price to visit Planet Honda. These included video and digital assets that touted Planet’s customer service, unique buyer guarantees, green initiative, and more.

Total media integration. Planet supplemented its cable buy with YouTube beginning in 2015. Since then programmatic video, Google Display Network, and our own Data Management Platform have opened up a whole new media world.

  • Reduced to 2 systems, 4 zones
  • Cable cost cut 45%
  • Half the cable savings moved to online video
  • Media model changed to zip code targeting
  • Data Management Platform used to sequence and cap messaging

Total media integration. Planet supplemented its cable buy with YouTube beginning in 2015. Since then programmatic video, Google Display Network, and our own Data Management Platform have opened up a whole new media world.

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Increase in Impressions
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Budget Reduction Overall
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Sales Increase in flat market
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in New Jersey Up from #2
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in U.S. Up from #9
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All-time Record Months out of Past 24