Client

ASOTU

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Strategy
Mode

Creative
Mode

Capabilities utilized

Agency of Record • Brand Development • Concept Development • Marketing Audit • Media Planning and Buying • Digital Marketing Campaigns • Logo Design • Video Production • Reputation Management • Content Creation • Recruiting • Event Promotion and Organization

Capabilities utilized

Client background

What they were looking for:

Paul J Daly created the Automotive State of the Union (ASOTU) in response to the chaos and fear of the COVID shutdown in early 2020. ASOTU’s founding belief is that “When Dealers Band Together, No Crisis Can Win.” Also, it didn’t hurt that Paul J Daly was also founder of Congruent, so we had a lot of personal and professional background in common to help them out.

What we found:

ASOTU needed branding, production, and marketing support to give wings to its lofty vision. While Paul and Kyle Montsier did the lion’s share of work in creating ASOTU, Congruent could come in to support where we were needed.

Results

Our initial assignment with ASOTU was to boost their email newsletter sign-ups. We've also created attention and excitement for physical events, and coordinated and produced digital events. Now, ASOTU is one of the hottest new brands in the automotive media space.

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How we did it

Unique
Challenges:

Each ASOTU production is different, but they are all complex. Picture wrangling guests and attendees, networking (computer and inter-personal), capturing raw content and generating sophisticated final products..

Marketing
Opportunities:

ASOTU markets via organic social media (LinkedIn), email, and word of mouth. Congruent was able to structure and brand ASOTU’s visuals and messaging to create a more consistent brand experience to build momentum.

Messaging and
Placements:

Congruent has contributed graphics, design, and direction to ASOTU’s burgeoning media empire.

The brand process

The ASOTU brand was already well established by Paul Daly and Kyle Mountsier. Congruent contributed design direction.

Our Favorite Campaigns

ASOTU 1.0

Driving Insight:

Dealers need a shot of inspiration to get through a difficult time.

Objective:

Unite, inspire, and share some wisdom between and among dealers during the onset of the pandemic.

Live in Philly

Driving Insight:

It was time to bring people together.

Objective:

Get ASOTU offline and in person.

The first five or so ASOTU events were all online. 2021’s ASOTU: Live in Philly finally brought Paul back to his hometown and gathered some troublemakers together offline, out in the world. Of course, the event still mixed online and streaming to create a memorable multimedia experience.

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