In a crowded automobile market, The Niello Company sought a way to distinguish itself from competitors and establish the values that set it apart. The campaign set the stage for what customers can expect from The Niello Company. Simple, emotional messages paired with sleek visuals highlight Niello’s dedication to quality, both in the brands it sells and the level of service it provides. With 11 brands and 14 dealerships, we sought to establish Niello as a buyer’s first choice  – from first cars to family cars to fun cars.

Audiences were familiar with the 12 legendary brands Niello offers but less informed about the selection of pre-owned cars available. The Pre-Owned Select campaign communicated the benefits of Niello, service, expertise and commitment, that also came with every used car. The Niello brand service and guarantees eliminated the risk associated with a used vehicle. It’s pre-owned car buying. Perfected.