Problem How does a car dealership build awareness and a firm customer base in an already over-saturated market? Solution Use billboards to build brand awareness and direct traffic to the dealer - ship. Background Through his campaigns for both his Lexus and his Toyota dealerships, Ron Swatty is a firm believer in the power of outdoor advertising. It was crucial for the dealerships to create brand awareness quickly and to distinguish themselves from others. Objective The objective for both dealerships was two-tiered and included the following general goals: • Brand awareness • Directing traffic to the dealership Demographically, the Lexus dealership sought to target the higher income mobile consumers, while the Toyota dealership tar- geted the more economically conscious Atlant

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