We were so excited when one of our long-time clients, Capitol Auto Group, decided to go out on a limb and try a completely new creative approach to their broadcast and pre-roll spots. It’s no secret that we love animation, and we knew this one would be a fun challenge.
Each of Capitol’s stores needed a unique story that aligned with each car brand and its demographics, but to stay budget-conscious, we also needed to repurpose assets across each spot. The challenge was to find creative ways to tweak the same characters and scenes in a way that still made each store’s spot look unique and brand-specific. Since this was a new experiment for Capitol, the client decided to test the waters even more by having us write two different scripts for each store’s spot – a testimonial-style script, and a first-person narrated script from Capitol’s POV – then run both to see which was better received by viewers. This also posed a challenge because each script had to match the same animated storyline and visuals perfectly.
The spots were then formatted for broadcast and pre-roll with monthly donut offers, then again to be “evergreens” that run indefinitely. Ultimately, the outcome was the fun, lively, and youthful campaign Capitol was looking for that led to a boost in viewership.
Client: Capitol Auto Group
Production studio: Deep Sky