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Sheehy Auto Stores is a full service account of Omni Advertising and consists of 15 locations throughout Washington DC, Baltimore and Richmond DMAs. Sheehy chose Omni as their partner to enhance the existing branding message they’ve carried for years “The Sheehy Markdown.” After researching our target audience and understanding the local areas, Omni created a new direction for the Sheehy Markdown. We revived the hit 80’s song “Mony Mony” with a parody: “Sheehy’s Markdowns save you money.” The sound was contagious and everyone in the market quickly learned that Sheehy was the place to save money on a vehicle. Additional creative directions included a character name Mark Down, a quirky, funny man who marks down Sheehy vehicles. These TV and Cable ads always find Mark Down in laughable situations and result in him marking down the vehicles.
The media mix for Sheehy is catered to each dealership individually, allowing for each dealership to have its own voice. A branding message for the group on separate schedules is also pushed. Sheehy uses a mix of TV, cable, radio, newspaper and internet. Year after year, Omni has designed and executed extremely successful media and creative plans for Sheehy.