How a Smart Ad Campaign Revolutionized December Car Sales, from Auto World News.
Call it the “Mad Men” effect.
December used to be a slow month for American car sales–that is, until Lexus launched an industry-changing advertising campaign called “December to Remember” in 1998, putting cars on the radar of shoppers looking for Christmas gifts.
Within two years, Lexus was the best-selling luxury brand in the industry, boosted by robust December sales. Mercedes-Benz and BMW followed suit with year-end campaigns that helped revamp formerly slow December sales into one of the busiest periods of the year for the auto industry.