The Message:In early 2017, Nissan released new Minimum Allowable Advertised Price requirements. The challenge for CRG Auto, how to maintain Peters competitive advantage within compliance. Our ingenious idea turned our approach upside down. Instead of advertising low monthly payments, we advertised high monthly savings. Perfectly compliant and still very enticing. Once online, visitors could click a button to get a low, unadvertised price or payment.
The combination TV and digital media campaign was a great success. Even though we could not advertise price, Peters maintained conversion rates while others did not.