A family-owned dealership for over 65 years, Bob Bell has a history of treating customers right, whether on the sales floor, working out finance options or providing repair services. Bob Bell promises to make the customer’s experience as good as it can be.

But how do you breakthrough in a category cluttered with me-too formulaic advertising in the highly competitive and crowded world of automobile dealerships? It’s certainly not doing what every other dealership is doing.

When GKV was retained to create a new overarching brand position for the five different car manufactures Bob Bell represents, we developed a series of video and digital assets that informed customers their car buying experience would be different, in fact “Unbeata-Bell!”

The “Unbeata-Bell” campaign combined words that communicate the superior customer experience associated with the Bob Bell name, but unlike so much automotive advertising, there were no sales numbers on screen and no voice over. The story was expressed through high-energy music and scenes from the dealership and staff, combined with running footage of the many manufacturers vehicles from their portfolio of stores. At key points throughout the spots, supers fill the screen with words like “Dependa-Bell” “Relia-Bell” and “Incredi-Bell,” that reinforced the superior experience customers would receive.