Mike's Cycle World

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Best Media Campaign: TV

Owner: Mike Gill Locations: Bowling Green, Ky., and Glasgow, Ky. Store size: 11,800 sq. ft. / 10,455 sq. ft., respectively Vehicle brands: Honda, Kawasaki, Kymco, Suzuki Yamaha, URL: www.mikescycleworld.com

You may remember Gas Saver Man from the Dealernews February 2008 cover story, with his red-mohawked helmet and flowing yellow cape. Well, the Man is back and this time around he's earned the dual dealerships a Best TV Media Campaign award. When gas prices cranked up near $5 last summer, Kentucky's favorite superhero returned just in time with the "Gas Saver Man Goes on Vacation and You Can Too" campaign. This time around, the dealership took advantage of the Internet and posted Gas Saver Man TV spots on YouTube in addition to radio and print. The adds showed GSM riding on a KYMCO Scooter, a Kawasaki cruiser and a Kawasaki Teryx. One of the TV ads features this classic line: "Feel the wind in your cape this summer on a Kawasaki Vulcan 900."

The campaign was launched in June 2007 and has since turned GM Perry Vincent into something of a local celebrity as the man behind the goggles. In fact, Vincent says Gas Saver Man is now more popular than ever. He notes that while attending a funeral he was waiting to greet the family when he heard, in a loud voice, someone say, "Here comes Gas Saver Man." The incident lightened up the mood some, he adds.