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The Airstream dealer program is a quarterly lead generation initiative. In Fall 2022, the program had been off for 2 years due to the Covid-19 pandemic and while there was still a long wait for a unit, lead volume was starting to decline.
We designed a tiered program that leveraged new media channels, including connected TV (CTV), owned data, and new measurement techniques (verified walk-ins, or VWIs) to drive leads to individual dealers.
Campaign Goals
The creative sought to prime expectations for a year-long+ wait among the target audience. We wanted Airstreamers to plan for (and get excited about) their future Airstreaming life. The concept gave them a timeline and steps along the way and to get them thinking – and dreaming – about what’s next.
It was one of the largest programs to date.
The concept.
We help you connect the dots from dreaming to streaming.
We need to prime expectations for a year-long+ wait, AND we want Airstreamers to plan for (and get excited about) their future Airstreaming life. This concept gave them a timeline and steps along the way and gets them thinking – and dreaming – about what’s next.
Connected TV
Recognition
Silver Addy - Local
Project Team
Jess Husek - Writer, Creative Director
Caroline Elston - Digital Strategist