The Diffee Difference.
PROJECT DETAILS
The only problem with being a multigenerational, family-run company is that everyone eventually grows up. That means the brand needs to keep up. It was time for the Diffee dealership to retire their lighter, family-oriented positioning in favor of a more elevated brand experience.
We developed a rebrand, integrated campaign, internal and external sales assets, and video for the local icon that is Diffee Ford & Lincoln.
"What's in it for me?"
"What's in it for me?"
As a dealership of two distinct brands that both serve multiple audience types, Diffee's positioning had to appeal to a wide swath of consumers. So we decided to lead with value.
Elevated photography for social, two easy-to-navigate mini-sites, and targeted outdoor ad placements helped us emphasize their luxury product and stellar service. This gave Diffee a national-brand feel to match a customer experience with broad appeal.
Changing minds and keeping hearts.
Changing minds and keeping hearts.
To shift the community's deeply-rooted perceptions of Diffee, we developed a brand campaign centered around their 70-year anniversary, highlighting their excellence and award-winning service instead of their family-oriented origin.
We created a brand film, outdoor placements, and elevated photography for social as part of this campaign, both establishing their new identity in the marketplace and celebrating the legacy they've built over seven decades.
A hard left for Diffee's brand called for a full-throttle campaign.
A hard left for Diffee's brand called for a full-throttle campaign.
Results
With some strategic visual and messaging shifts, we were able to holistically reposition Diffee to reach the right people with the right tone. The rebrand brought their white glove service into the spotlight and helped Diffee show up like they sell: with professionalism and polish.
The work won 3 Addy Awards.
