RRG Group

CASE STUDY: RRG GROUP

Client: RRG Group Lexus Dealerships
Project: Create digital brochures to market new vehicles and servicing offers
Date: June 2013 to September 2013

RRG Group is one of the biggest and most successful Dealer Groups in the North West with many dealerships across the region. The RRG Lexus dealerships had a challenge to promote the new IS vehicle in the summer of 2013. With the prestigious nature of the Lexus brand they needed create some digital collateral that would be on par with the luxury brand. It was also important to make the most out of the Lexus marketing materials available such as hi-res images of the new IS.

GoldSand Digital analysed and assessed the IS vehicle and worked on producing a digital magazine for each of the RRG Lexus dealerships: Stockport, Bolton, Manchester and Bradford.

Each magazine had to be distinct, engage with the local community and promote the launch of the IS. We brought out the personality of each dealership by conducting interviews with the staff, local news stories and asking staff specifically about the new IS.

The digital magazine allowed us to track the interest and engagement of each magazine. Interactive buttons promoting test drives and pre-orders alongside features and interviews opened up a direct line of communication to the dealership. Social buttons also featured on each page making it easy for readers to share the magazine on their social channels. The magazines had to drive engagement and give local readers useful and exciting information about the IS. GoldSand Digital measured open rate results, page views, CTR and direct leads; at the end of the project we delivered a lead list to each dealership citing potential opportunities.