When we started, Leta's top site traffic sources were all paid media. Shifting from a focus on low-funnel, direct-response strategies resulted an increase in brand-related traffic. The group site increased overall traffic 30% while the individual store sites saw lifts in organic traffic (152% for Honda and 68% for Acura).
People in St. Louis have a well-deserved sense of civic pride.
To relaunch the Frank Leta brand with an emphasis on its historical ties to the area.
For the brand relaunch, Congruent took Frank Leta back to its roots: St. Louis. We created a video campaign and messaging that emphasized the brand’s history, used local landmarks and media, and messaged the Leta For Life perks as part of the brand’s efforts to improve the standard of living for everyone in the area.
Frank Leta’s competitors offer perks that are far worse.
Draw a line between Frank Leta and their competitors without seeming negative.
The Frank Leta brand doesn’t “call out” competitors, but we wanted to create a campaign that did just that. With a fun, creative concept that showed how customers’ lives would be if they chose Frank Leta “instead” of the competition, we were able to send a positive message that still drew a stark comparison between Frank Leta and competing dealerships.