From modest beginnings as Toyota of Weymouth, the Tufankjian family moved to their impressive new facility, becoming Toyota of Braintree, in 2008. Since then, the company has grown substantially and now also includes Honda of Plymouth and Hyundai of Plymouth.
- Strategic Branding, Marketing, and Media
- Creative Concept Development
- TV commercial production
Project Spotlight: Strategic Branding and Marketing
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, housing their inventory on 3 climate-controlled floors. It was truly an all-new store, a blank slate, which presented CRG Auto the 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 helicopter aerial footage. Inside, CRG captured the large new showroom and indoor shopping experience.
Coupled with a consistent broadcast media strategy, Toyota of Braintree immediately earned 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 and campaigns. 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.
“As a family business, we rely on Creative Resources Group, our trusted partner for more than 12 years, for our continued success. Since helping us launch our Braintree facility, they continue to innovate, with evolving branding and media strategies to meet our needs and the market. We recommend any dealer who’s wishing to consistently grow their business.” – Greg, David, and Charlie Tufankjian