The Tufankjian Family Dealerships
Project Spotlight: Strategic Marketing
From modest beginnings as Toyota of Weymouth, the Tufankjian family moved to their impressive new facility in 2008, becoming Toyota of Braintree. Since then, the company has grown to also include Honda of Plymouth.
Creative Resources Group/CRG Auto began working with the Tufankjian family at their Weymouth location in 2008 as they prepared to transition to their all-new Braintree facility.
Aside from being in a new town with a new name, the Braintree location was expansive and modern, with a unique feature: an indoor garage which housed their inventory on 3 climate-controlled floors. It was truly a blank slate, which presented CRG Auto an opportunity to reinvent the brand from the ground up.
The team created a sleek new logo and custom jingle centered around a strong tagline that aligned with the Tufankjian’s bold move and new position at the top of the Braintree hill: Switch It Up. Then, CRG shot on location at the new store, showcasing the building and its proximity to the highway with cinematic helicopter aerial footage. Inside, CRG captured the large new showroom and indoor shopping experience.
Stunning creative coupled with a consistent broadcast media strategy helped Toyota of Braintree earn a place among New England’s top 10 Toyota dealerships. Today, the versatile Switch It Up theme and song continues to resonate with customers as CRG Auto evolves the brand with new creatives, campaigns, and media. Whether customers want to move from one brand to another, one dealership to another, or one vehicle to another, Switch It Up applies to all of them.