Lupient Buick GMC was basically out of gas. Although the dealership had more than a 40-year history, the name had lost its edge in the local automotive marketplace. Their advertising was disjointed, mismatched and totally unrecognizable like a beige sedan in a mall parking lot.
How could e3 create a new identity that would appeal to a mass audience without alienating Lupient Buick GMC’s existing and extremely loyal customer base (many of which were 3rd generation customers). Another roadblock we had to contend with was the fact that Buick was still perceived as a grandpa brand. And GMC trucks were not very green machines—this was during the time that gas prices had skyrocketed to $4.00 per gallon.
We persuaded Lupient to push some heavy metal with a lighter touch. Prior to working with e3, Lupient’s advertising looked like every other car dealership’s—cluttered bumper-to-bumper. The brand identity we created is simple, straightforward and illustrative of how white space always leaves an indelible impression. e3 took a lemon and turned it into lemonade.
The integrated branding campaign was comprised of the following:
WEB + DIGITAL + OUTDOOR + OPTIMIZED FACEBOOK PAGE + TELEVISION + RADIO + ORIGINAL MUSIC + POS + SOCIAL