Case Study
Harry The Sales Hound
Riverside Chevrolet needed to advertise to their consumers that there is a better alternative to the aggressive sales tactics of the majority of auto dealers.
Harry The Sales Hound is rude, obnoxious, inattentive, overbearing and unethical. He is the epitome of the negative stereotype associated with people who sell, and more specifically, people who sell cars.
He’s also a dog..literally. Using a canine character to personify the stereotypical behavior of an aggressive salesperson might seem a bit comical, but Harry’s interactions with customers are experiences that most consumers can relate to at one point in their lives.
Using an integrated multi-media approach, Harry has taken Tulsa by storm and Riverside Chevrolet is reaping the benefits.
Radio
60-second radio spots have Harry harassing customers, annoying his commercial director and generally showing a lack of interest of actually helping anyone buy a car. Each farcical interaction is followed by the signature tagline of Riverside Chevrolet, “Stop Being Hounded”.
Alternative Message
Print Collateral
Harry’s mug is plastered on billboards around encouraging driver’s to “Avoid the Hound” and come to Riverside Chevrolet for a better car buying experience.
“Beware of the Hound” and “No Hounding Zone” posters adorn the walls of the dealership showroom. Additionally, parts store customers leave with their merchandise in a Hound Dog shopping bag.
Interactive
Harry has even taken over the Riverside Chevrolet website. “Avoid the Hound” online banners play on the homepage, and even the new car specials page warns of “Being Hounded” at other dealerships.
Social Networking
The Riverside Chevrolet Facebook and Twitter pages boast samples of both the printed and radio marketing messages, all the while encouraging consumers to shop without “Being Hounded”. Harry himself occasionally hits up the pages with a message directly from the Hound’s mouth.