San Francisco, Calif. (Vocus) May 15, 2010
Like it or not, advertising in today’s competitive market requires taking some risks to get noticed which is just the sort of philosophy that propels Brad Benson, former offensive lineman for the NY Giants, now owner of a Hyundai dealership in NJ, to air irreverent, unexpected radio spots frequently on WFAN. So unexpected, in fact, they attract a lot of attention, including an airing on Howard Stern’s Wednesday morning show (May 12th).
Benson’s latest radio spot “Goal Post” teases listeners to come see his “forty foot erection” referring to his recent addition of the old Giant’s stadium goal posts at the front of his dealership.
Does playing it unsafe work?
Seven years ago, Benson had little choice but to seek out help when the Chairman of Hyundai called him up and requested he relinquish his dealership after posting dismal sales, leaving his hobbling dealership in a compromised 160th in US sales.
Faced with dwindling prospects, Benson sought out old friend and San Francisco-based Hub Strategy founder DJ O’Neil whose highly creative portfolio has attracted A-list client work from Oakland A’s, Levi’s, Nike, Microsoft and Google. Soon thereafter, Benson and O’Neil were crafting “unsafe” radio spots. So unsafe, that they get noticed and talked about, for better and for worse, a lot. So unsafe, that Brad Benson Hyundai now ranks #1 in the country.
This spot for his old friend, Brad, is an extreme example of the “Safe is Unsafe” strategy that DJ has been employing at Hub Strategy for nearly a decade. In a fiercely competitive marketplace, advertising must surprise, delight and deliver the unexpected. In this arena DJ excels with creative campaigns that never play it safe. Check out Hub’s successful integrated marketing campaigns for clients, Sling Media and Oakland A's at http://www.hubstrategy.com.
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