Latest / Auto Collabs / The $91 (Canadian) Dollar Marketing Campaign with Devin Sooley

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The $91 (Canadian) Dollar Marketing Campaign with Devin Sooley · Auto Collabs

• 0:00
  Did you know that $25 Canadian is free US dollars? [upbeat music] This is Auto Collabs. It is. [laughs] I've heard that. That's crazy.
• 0:17
  Actually, I went to Canada one time with $2, just $2. How long ago was this? We bought a car. Literally got out of there with a steak dinner. It was nuts. [laughs] No, that was McDonald's. [laughs] That was McDonald's.
• 0:31
  This, this reminds me, though. No, when I was in college, I remember I didn't have a ton of money, obviously. None of us do in college.
• 0:37
  And I tried to get as creative as possible, where, like, I love to cook, so, you know, I would say to the girl, "Pick a number between zero and two." [laughs] And they'd be like,
• 0:50
  ".75" I'm like, "We have 75 cents to buy food to make a meal for our date." [laughs] Oh, and she's like, "Dang."
• 0:57
  And, and there was this, this store, I can't remember what it was called, but it was like, you know- McDonald's?... you'd buy the steak, but it was like, had a silvery [laughs] like- Oil...
• 1:05
  sil- silvery looking- Like a sheen... like a sheen. [laughs] A sheen. [laughs] Like there was oil spilled on it. Well, and that's enough about Canada, but our, our guest today is actually, uh, Canadian.
• 1:16
  Devin Suilley, uh, was, uh, was all over LinkedIn, and his group was all over LinkedIn. And I just, like, pounded the LinkedIn DMs because we had to have a conversation about what they're doing.
• 1:30
  Um, uh, so w- we literally know nothing about Devin except for he owns a camera and takes really nice photos and video of cars for an auto group. So I'm interested to see exactly what that's all about.
• 1:45
  So I hope you enjoy this conversation with Devin Suilley. [upbeat music] All right. We are sitting here with Devin. Devin, thanks so much for giving us a little bit of, uh, a little bit of your time today, man. Thanks.
• 1:58
  Yep, happy to be here. Devin, uh, so I, I'm... We're just gonna jump right in, 'cause I'm scrolling through the old LinkedIn, just, like, thumb scrolling, just trying to find something good. He says, "The old LinkedIn."
• 2:09
  The old LinkedIn. The old LinkedIn. That actually nobody except for the people in auto use. [laughs] That's not- But I'm scrolling through it and I, I see this, like, epic video photo montage thing of cars.
• 2:25
  And I was like, "That's cool," slowed down. And then I realized that it was from a dealership group, and I was like, "Hold up. Wait a minute. They got some B-roll from the OEM."
• 2:36
  And then I was like, "No, that's a real person from the real thing." I immediately say, "Whoever's responsible for this, DM me." [laughs] And that's when you responded.
• 2:48
  All right, so walk us through specifically that, then we'll probably track back. But you- Yeah... are taking a tour of Canada in a vehicle. Tell us a little bit about that. Yeah.
• 2:58
  So it was just, like, a, a mini tour that the dealership, um, put off. Um, so basically Hyundai Atlantic Canada sent all the dealerships, um, the IONIQ 6 EV, to go pick up.
• 3:09
  Um, other stores obviously just picked them up and drove them right back to the dealership. We wanted to do something a little bit different, where we wanted to make a trip out of it.
• 3:17
  And also, my background being in photo and video, and my coworkers being photo video, we said Newfoundland has such a rugged landscape and it's beautiful scenery. It's also a very big island that takes 12 hours to cross.
• 3:31
  Why don't we take the car and try to get the most scenic shot possible with the car, um, that we can find in Newfoundland?
• 3:38
  Because it's such a beautiful spot to shoot photos in, and a lot of the OEMs don't realize that, and they will give us products that are cityscapes or downtown Toronto or stuff like that for us to use, which doesn't really pertain to our market.
• 3:51
  So we said, if we're driving the car back, um, we're gonna take our three days and we're gonna drive it 2,000 kilometers back EV style and try to get as many cool photos as we can in the tourism spots that we can.
• 4:04
  Um, the catch was we only had 72 hours 'cause the car did have to be back on the lot that Monday, and we came back Friday. [laughs] So we did have to, uh, limit where we were going and be pretty quick on it.
• 4:14
  So there was a lot of, uh, 20-hour days trying to just, you know, motor through, get lots of content, lots of photos.
• 4:20
  And along the trip with the photos, we also had to vlog the whole thing, um, for a video series that we're doing obviously with it as well. That's amazing. So, I mean- All right. Was, was it-...
• 4:28
  2,000 kilometers from Newfoundland. Yeah. So what? You got to Quebec City? Like, where, where, [laughs] where did you end? No, we started in Halifax, Nova Scotia, and, um- Okay...
• 4:37
  at the end of it, when we get back to St. John's, really it's not 2,000 kilometers, but, um, when we left Halifax, when we had 20 kilometers on the car, brand new, um, when we landed back here at the dealership in St.
• 4:47
  John's, we had 2,000 based on all the tourism spots we were visiting and all that kind of thing. In three days? Three days, yeah. That- Legit. Yeah. [laughs] 'Cause well, you had to charge that thing. We did. Yeah.
• 4:57
  That's what I'm wondering. Yeah. I'm like, a 12-hour island. Right. How many chargers are out there in the middle of this beautiful, rugged territory? Yeah.
• 5:04
  So, um, lucky enough, Newfoundland, albeit is a little bit slower on new tech coming in. Um, I gotta admit the EV infrastructure on the highway is pretty good.
• 5:15
  We have a char- a, a level three charger every 70 kilometers on the highway. It's when you veer off that highway- Okay... that it gets a little bit more sketchy.
• 5:23
  Um, but I gotta admit, the IONIQ 6 was pretty true to range. Um, if it was saying it was gonna get 400 kilometers, within five to 10 kilometers it was getting that.
• 5:33
  And we found that out pretty quick, which really helped our trip to say, "Okay, yeah, we, we can push it to this limit and get to the next charger."
• 5:40
  Um, there was a few cases that we probably should have stopped, and we said, "No, we'll motor on." But, um, yeah, so- Did you get stuck at all or was it just, like, nail biting? Like... It was, uh...
• 5:49
  No, it was pretty good. Now, coming from, we didn't really account for how far from Halifax to North Sydney, where the ferry is to get back to Newfoundland, where Newfoundland's an island.
• 5:59
  We didn't account how far that would take us and how long it would take. Um, so we left for him in Halifax, drove, uh, about three hours, charged up in a little small town somewhere in Nova Scotia-...
• 6:11
  for about 25 minutes, and then motor on to North Sydney. Got to North Sydney, charged up there next to the ferry terminal, uh, in a, in a grocery store parking lot.
• 6:20
  Went in and got a few snacks, hanging around, doing a few stuff, cleaning off the car, thinking we had loads of time.
• 6:25
  Um, when we got there actually we only had 4% of battery left, so that was a little bit nail biting, um- Whew. [laughs]... with the trailer. Yeah, it was a little bit like, "Oh, okay." You turn everything off, right?
• 6:34
  Yeah, we were like- No heat, no AC, no radio No nothing. We were like, "Cool, maybe I can plug in the car, the camera battery into the car somehow and, you know, charge that." [laughs] Reverse charge it. Yeah.
• 6:43
  But, uh, so we got there, we charged up, we were taking our time. We're like, "Okay, that's, 25 minutes is good enough."
• 6:48
  And then we, uh, moved our way to the ferry terminal, only to pull into the ferry terminal and we're like, "Oh, cool, there's no cars here. Like, s- sweet, no wait, no nothing. We can load right on."
• 6:56
  [laughs] Um, we pull up to the window and the girl looks at us and goes, "Uh, you were supposed to be here two hours ago if you were loading a vehicle." And we were like- Uh oh... "Were we?" Oh, no.
• 7:05
  And she was like, "I'll radio down to make sure that the boat's still open to take vehicles. I'm not sure if they closed the gate already." And we're like,
• 7:12
  "If they closed this gate, we have to wait until the next ferry arriving, which is eight hours time from what we are now." Oh my God.
• 7:18
  [laughs] Which would've drove us into midnight, um, and we wouldn't land back in Newfoundland until, like, the next morning. Like, "Please, we're making a show. We're touring the country." Yeah. "Please, please, please."
• 7:27
  So it's funny 'cause we had the GoPro on the dash as well, and it recorded the whole, like, interaction. [laughs] And you can see both of our faces just change, like- Just drop. [laughs] Like, "Excuse me?"
• 7:37
  And she radios down- I love the theory. You're like, "Always be recording." Yes. Something's gonna happen, right? Yeah, something might happen.
• 7:42
  So then, uh, right before that, like I said, my buddy, like, we pulled in, he's like, "Oh great, there's no cars here. Like, no wait." And that's why. They're all already on the boat waiting, basically- On the boat...
• 7:51
  to dock. Oh, man. And, um, luckily enough, um, they were like, "We are just about to close the gate in the next, like, minute. Like, if they can get down here, like, we can load them on."
• 7:58
  And sure enough, we motored on down through the, the dock, got onto the ship right behind all the transport trucks and everything. We were literally the last car on.
• 8:08
  Um, so we just made it in time and got off the ferry and, uh, then our, the real trip started basically, 'cause that was just to get us back to Newfoundland, basically. So that was a fun hiccup. Let's just get going.
• 8:17
  Yeah. So, uh- Wow... yeah, that was pretty fun. Wow.
• 8:20
  Um, but it worked out 'cause we landed in, uh, Port aux Basques, which is a small little fishing community where the ferry docks, and the sun was setting beautifully just, like, as we arrived.
• 8:29
  And we spent far too long just on the side of the highway shooting most of our clips just there 'cause it looked so nice. [laughs] Oh, epic. Yeah. Epic. Yeah. That's unbelievable.
• 8:39
  So, so your background then is, is not auto, right? Like, auto's pretty, pretty new for you. Yeah. Is that right? Auto, [laughs] auto and marketing's pretty new to me, to be honest with you.
• 8:50
  Um, my actual background, educated background, is in naval architecture. Of course. Total left field. Yeah, so I- Of course. Right. Yeah, right. Naturally, my second guess. As, as you would do.
• 9:00
  Um, so I was up in BC, um, working on a submarine program up there randomly.
• 9:06
  But on the side, when I was still in BC I did a lot of photo/video work, and I actually lucked in with, um, Daily Driven Exotics, um, their YouTube channel.
• 9:15
  So I was their video editor and shooter for about a year and a half or so, um, doing daily vlogs and all that kind of stuff.
• 9:22
  So I lucked in that way, and then when I moved back home to Newfoundland, um, I was still doing naval architecture, but it wasn't really jiving with me. I've always liked photo and video. I love cars.
• 9:33
  I own a classic car myself and stuff like that, so I've always loved automotive, and- What do you have?... seeing a job op- I, I have a '69 Austin Mini 850. Oh, jeez. [laughs] Oh. Yeah. Okay. Come on now.
• 9:44
  I'm gonna do a plug there now. He has an Instagram, so it's Norris the Mini, so you can follow him on Instagram. Did you say he has an Instagram? Yeah. We- Okay...
• 9:51
  in, in my, all my friends and my family, it's, it's a he, Norris. It's a he. We all, you know- Usually cars are girl. Usually cars are female. Like, a lot of you, you take she.
• 9:58
  I know, and I, I catch myself saying she and then people correct me as like, "Norris is a guy name." I'm like, "Yeah." They're like, "Uh, uh, uh." Yeah.
• 10:04
  The person I bought it off, their kid named him Norris, so I just kept with it and he looks like a Norris, I guess, so- You need to find him a Doris... yeah, anyway, shameless plug Okay, what's the Instagram?
• 10:11
  Tell us the Instagram handle. Uh, Norris the Mini. Norris, N-O-R-R-I-S? Yep, the Mini. The Mini. Yeah. He's on the road to- I got it... 70,000 right now, so. What? Yeah. So that's pretty cool.
• 10:24
  So that's where I take a lot of my inspiration too and, you know, for social building and automotive and stuff like that, so. Well, let me ask you this from a creative perspective, right? Sure.
• 10:33
  Where I think a lot of people get stuck going, "A car's a car's a car's a car's a car." Mm-hmm. They have four doors, they have four wheels. There's like, you know...
• 10:41
  H- how do you think about it in, from a creative perspective to say, "But I'm gonna highlight something different about this thing that we all already know about"? Yeah. Does that make sense? Do you know what I mean?
• 10:53
  Yeah, yeah. Like, um, so there's a lot of automotive content out there, obviously, and I get a lot of messages, especially on Norris' page like, "How, how do you get so many followers? What are you doing different?"
• 11:03
  And honestly, I, I don't know. This is great, by the way. [laughs] I'm just looking at it now. No, thank you. Like, this is great, by the way. Thank you. Step one, buy a really small car. Yeah, it's really small.
• 11:12
  It, it's, yeah- [laughs] I used to park it in a, uh, 10 foot by, uh, five foot shed in my backyard, which you could fit like, a lawnmower in. [laughs] It fit perfectly, so it's really, really small.
• 11:23
  But, um, yeah- I'm sorry, I interrupted you. I couldn't help myself. No, all good. No, the, my creative process on it is just, I, I, I like to make content that people
• 11:33
  find interesting and that they can engage themselves in. And it's not so much just telling what I'm doing or telling you about what you already know.
• 11:40
  It's more of just, "Hey, look at this cool different thing," and make interactions. And I like having my followers on that page interact with me- Mm... more than me interacting with them, basically.
• 11:51
  Um, so I do a lot of- And something like social is social. [laughs] Yeah. I like that, right? I like to get polls going. I like to- Mm, novel idea... start group chats and all that kind of stuff. Yeah.
• 11:58
  I like comments and letting them feed me what they wanna see with the car, and just the Newfoundland landscape, again, just really makes that different, I find.
• 12:07
  Um, now mind you, Norris only has 39 horsepower, so I'm not getting very far. [laughs] Thankfully, uh, there's a lot of highways here. There's a lot of fast drivers, and he can't really keep up.
• 12:18
  So, [laughs] that's the beauty of the winter. But I mean, I mean, let, let me add g- 'cause I'm like, I'm, I'm sitting here, I got you.
• 12:24
  I, I'm looking at Norris here.Um, I think, like, there's a lot of people who have the ambition to do this from a creative perspective, dealerships, in fact. Yeah. And, and they would post this, and it would get nothing.
• 12:37
  Yeah. Mm-hmm. So would it... I mean, we know the social aspect, but w- how are you tackling this from a strategic perspective to, and a creative perspective to say, like, "No." Yeah.
• 12:47
  Like, you had so much confidence saying, "No, like, I'm just gonna show this vehicle in a way that I like," and, and then there's this confidence of, "But people- Yeah... are gonna like that, too."
• 12:58
  So from a dealer side, um, before I started here at Capital, I actually worked with another local group here, dealership group, and I was their content strategist for their automotive.
• 13:07
  And, um, basically, for example, we started a TikTok for them. New to the industry. It was kind of seen as a little bit of a why we doing TikTok as an automotive dealership for automotive group. Common, right.
• 13:20
  And we ended up growing it to over 8,000 followers, um, in less than a year or so.
• 13:25
  Um, basically my idea with that was, and same with the Instagram, we grew their Instagram over 2,000 followers in a local small market here.
• 13:33
  Um, we seen that as a big win only because the content I've made wasn't so much about, "Here's a car. Here's how much you can finance it for. Here's the features that it has."
• 13:43
  I did more automotive content in the sense of, "Let's guess the car with five hints. Let's, um, can you... What's automotive trivia? Who vented the seatbelt first and made it a patent-free seatbelt- Right...
• 13:57
  um, kind of thing. Um- Mm... then with some new stuff, but also, like, car news.
• 14:01
  Like, there was a, um, cargo carrier ship that sunk recently with millions of dollars worth of supercars, and they're just sitting at the- Right... bottom of the ocean now, and people found that interesting.
• 14:11
  People liked engaging and engaging themselves into the conversation of, "Can I guess this car with the five hints?" Um, so it wasn't typical dealer content. It was more that entertainment side of things.
• 14:22
  Um, and at my last group too, we did over... I did full review videos, 20 minutes long, just overviewing the car.
• 14:29
  Not so much reviewing it, just letting people know every little detail and spec, and that resonated very well on their YouTube because it wasn't just an opinionated thing.
• 14:37
  It was more just the owner manual in video form, basically. Right. [laughs] So it was just looking at the content- Video owner's manual. Yeah. Genius. Basically, right? Absolutely.
• 14:45
  It's, it's just looking at it, in my mind, differently than what has been done before and providing value to people who want to follow automotive more so than just
• 14:54
  making content that is, "Here's a car, here's a price" that we've seen forever. Let's make it- Nonstop... entertaining. Let's, yeah, let's give it value is my, my thing. And same with Norris' page, I give people value.
• 15:05
  So I try to give them hints of how to do photography. I give them angles. I give them what Norris is and car fixing stuff.
• 15:12
  I'm not mechanically inclined, so I'm learning as I go, and I try to do that with his channel as well to give that value kind of a thing. And I also don't try to fake it.
• 15:20
  Um, I'm, I'm just a guy who started a random Instagram. I'm a guy who just was doing neighbor architecture, and now I'm doing automotive marketing. I, I don't try to fake it as much as I can.
• 15:30
  [laughs] We're, we're stan for it. I am who I am, right? I'm like- You know... I'm like, "I know Norris." You know what I mean?
• 15:36
  Like, you made your vehicle such a character that you're talking, like, we're talking about a buddy now all of a sudden. Yeah. Yeah, yeah, him, his account. He's like his channel. You know?
• 15:44
  [laughs] His account over there. Norris is better at this than I am. I, I, I don't do anything. I let him answer the comments really. Yeah. Yeah. But Norris drinks too much.
• 15:50
  When I'm talking in my family or my friends and I say Norris- [laughs]... everybody knows who I'm talking about. It's like he is part of the family. Ah. He's so funny. Yeah.
• 15:57
  Norris, how much- Do you think that also feeds into the, like, growth of it and why people buy into it? Because it took us all of a minute and a half, and we're thinking of Norris as part of our family.
• 16:07
  Personification of it all. Hasn't, hasn't been, yeah. Yeah. He's part of the family. That's, that's the hope. He's a little part of the family. He's a little buddy. Little bu- Yeah.
• 16:12
  How much, how, what are you doing, like, right now? Because obviously you- We've all got- Yeah, we've all got que- [laughs] We got questions about Norris. [laughs] Yeah.
• 16:20
  I'm gonna, I'm gonna turn it because obviously you're new with this group, with Capital- Yeah... and you have done this really cool thing with the, with the do- like, little vlog series. Yeah.
• 16:30
  But, like, how are you gonna start to connect some of the things you're doing with Norris to the ground on, like... Yeah, I'm still calling him Norris, right? Yeah, yeah, no. [laughs] With your Instagram account- Yeah...
• 16:41
  that's not really yours. It's some car. Yeah. [laughs] Uh, but how are, how are you- That's got, that car's got a title. Yeah. Full title. His and his, yeah. Use his full name.
• 16:50
  How are you gonna take that, the learnings and, like, the experience and how you do that in your own world into, "Okay, now I've got a dealer group that has a personality- Yeah... that has a lot of cars."
• 17:00
  Like, how are you gonna... What's the plan there? So the plan really is I use Norris as a what works and what doesn't work, um, 'cause there's no pressure there. If, if I plan- Mm...
• 17:10
  to do something there and it doesn't work out, oh, well, just brush it off and move on to the next thing.
• 17:15
  And I know not to use that probably in the dealer group where it's a little bit more pressure, you know, time is money kind of a thing. Um, lucky enough, Capital owns the Mini dealership here in St.
• 17:24
  John's and in Newfoundland, the only one. Um, so really I'm taking what I know about Mini owners already with the classic page that I have and moving it over, what do they wanna see in the new page?
• 17:35
  And actually I've been able to take a couple new Minis home on the weekend and done some content you've probably seen recently on Norris' page with the new Mini versus the old.
• 17:44
  I'm also transitioning that over to their pages as well, new versus old. Mm. And also just the shots I've had on certain occasions with Minis and stuff like that and what worked and what worse, haven't worked.
• 17:55
  Um, tagging some of the bigger Mini pages that just show off Minis and in cool locations. So I'm taking Minis out and adding that in.
• 18:02
  So really the dealership Mini page here is gonna be my, my starting channel where I'm just comfortable with that, and then I'm gonna trickle it up off to the other channels. Um- Yeah...
• 18:13
  I definitely see a struggle with some of the channels because there's not a big following, say, for Mitsubishi as a, as a whole. Um, but some of the content there can be transferred to the other ones.
• 18:22
  Yeah, they mix the Lancers, so. Yeah, and- Yeah...
• 18:24
  and f- for example, just yesterday I just finished shooting all our TikTok content, um, that I have for this group, so five days straight of consistent content that will be posted for the next 24 weeks, and then I'll reset- Wow...
• 18:35
  and do another 24 weeks of content. Let it automatically post itself up, and it's just consistent content that I find works.
• 18:42
  Consistent, good quality content is the key, um, and that's what Norris' page, it's been three years in the making of-... posting every day, if not every second day consistently with the thing- That's the trick. Yeah.
• 18:52
  It- 'Cause everybody wants to be 16,000 followers in, like, three months. They're like- Yeah... "Hey, we got a plan. We'll be there in three months." They see these, like...
• 19:00
  But you're like, "No, I put in the work- Yeah... for three- Yep. Yep... years to get there." Yeah.
• 19:04
  It, it was a lot of work, and it's been consistent three years, posting either every day, every second day, the same quality content.
• 19:10
  So here in Newfoundland, we only get, like, five months of nice weather, and really only about four months of driving weather for Norris. And in those four months, I am just pumping content.
• 19:20
  I, like, out shooting 200, 300 photos every time I'm out for a drive, shooting reel, shooting video content, and just banking that for use throughout the year. So I'm still posting- Yeah...
• 19:30
  stuff from 2021, 2022, and now I'll have 2023 stuff. But I'm still- Wow... reposting stuff that I just- So smart. Yeah. Sounds like a lot of work. Sounds like hard work.
• 19:41
  [laughs] There's that, there's, like, this old album, and it was called Everybody Wants to Go to Heaven But Nobody Wants to Die. [laughs] Yeah. Nobody wants to die to get there. [laughs] Yeah.
• 19:50
  It's, like, a lot of work, but- Bro, Norris is a celebrity. Nor- Norris is- I'm, I'm a fan... getting flipping wedding invites. I'm a fan. Let's go. Little bow tie would look good on Norris.
• 19:57
  [laughs] We need to find him... All right, who's Norris's counterpart? It's gonna be, like, something real fancy, like a, like a Range Rover Velar, right? [laughs] Like, "Norris." [laughs] Yeah.
• 20:08
  His- Eventually- It's amazing... my, uh, my dream vehicle is a Jaguar E-Type, so maybe that can be, like, his, uh- [laughs] His future ride... maybe. But I don't know. Jaguar- His Bond girl. Uh- Yeah. Yeah.
• 20:19
  [laughs] Yeah. [laughs] Get into the British roots- That's great... you know? Oh, absolutely. Yeah. Oh, man. Well- Dang. [laughs] I don't, this- That's, that's too much fun...
• 20:27
  it, they never go like we think we're gonna go, they're going. Do they? And that, this never goes the same way. It's like- It-...
• 20:33
  thought we were gonna talk about a, talk about a tour, and we got Norris becoming, like, a human- [laughs]... as a part of- Yeah. Yeah... the auto industry.
• 20:39
  Well, I- Well, I, I see the critical piece- Talk about the tour a little bit-... to all of this, though... because, you know, that is kind of, you know, important and it's important to the group kind of thing.
• 20:45
  Um, but yeah, I'm- No, yeah... ed- I'm still editing that video now. Um, uh, before I hopped on here, I was still editing it. I'm only about halfway through.
• 20:53
  I'm thinking it's gonna be about an hour-long documentary based on the 500 gigs of video footage I have alone. Um- That's amazing. Oh. Yeah.
• 21:01
  And I think we got- Hey, when you release that, you have to let us know, 'cause we'll push it. Yeah. Oh, yeah. Yeah, for sure. We'll get it out there for sure.
• 21:07
  So- Our, our plan is to release it in episodes, um, probably five to six mini episodes, 10 minutes or so each. Smart. And then, um- Love it...
• 21:14
  do the full video post as well, um, and then repurpose those mini episodes as well, just to gain that traction back and kind of something like that. Yes. Um, so that's the plan.
• 21:23
  Hopefully, I'm, I'm hoping by the end of next month it will be ready, polished, and out in market at least.
• 21:29
  Um, but so far it looks pretty fun and cool, and I'm enjoying editing it at least and, uh, reliving the, the three days of craziness and charging and all that. And the fun fact actually is that charging, um, wasn't bad.
• 21:43
  Um, and from Halifax to St. John's, 2,000 kilometers all we've driven, cost us about $91, I think, if I look at it, um, Canadian dollars. Wow. Did you just say $91? Yeah, on public charging. Canadian, boys.
• 21:55
  And that's probably Canadian too. Yeah. That's actually- And then-... 13 US dollars. Oh, basically, yeah. [laughs] Yeah. There we go. There we go. The news coming. Well, Devin- It was-...
• 22:05
  man, we are, we, we love being able to hang out with you. This did not go... I mean, our best to Norris, for sure. I mean- [laughs]... ho- hope he's well. But, um- Yeah...
• 22:13
  it's super cool to see you being able to, to kinda, like, spread your wings and bring dealerships, especially your dealer group, uh, in Canada, to new heights, doing something super creative.
• 22:23
  Hopefully, uh, others catch wind of what you got going on. We can't wait to see the docuseries, and certainly excited that you got to hang out with us today. Thank you for having me on. It was great.
• 22:35
  And I gained, uh, three more followers, I think, on Norris's page, so that's great. Yeah, you did. You did. Three. [laughs] I'm not quite sure who we interviewed. [laughs] Was it, was it Devin? Was it Norris?
• 22:50
  Like, what are we even talking about on the way out of this? It was, we actually interviewed Norris's alter ego. Norris was the star of the show. Sounds like his PR agent.
• 22:59
  At first, because of his accent, I thought he was saying Norse, because there's a lot of Viking- Right... history in Newfoundland. Did you- Viking history. That's what I thought. Yeah. They've- I was like, "Oh, Norse"...
• 23:07
  maybe we don't know. Then he's like, "Yeah, it's a BM- it's a Mini..." Uh, what, what is it? What did he say it was? A 1969 Mini- Mini Cooper. Yeah, a Mini. Mini Cooper. Cooper. Yeah. Yeah.
• 23:16
  So- And so I think this, this whole thing, right, it just punctuates the fact that media and marketing and branding are nothing like they were 15 years ago. Oh.
• 23:28
  The ability to tie together an, like, a personal interest or just something that the general public thinks is fun or cool with relevant things that are happening today, right? The EV transition.
• 23:40
  And then, I mean, he's able to tie it another level because there's a Mini dealer involved as well, right? So the, the idea that you can pull all these things together and it's all okay, right?
• 23:50
  There's no one, like, policing the brand guidelines so tightly that this- Yep... can't happen, because that's exactly what happens when you try to police brand guidelines too tightly. Like, none of this happens.
• 24:00
  I also still cannot get over the fact, like, it just blows my mind, that they did a docuseries of an EV- I love it... for 2,000 kilometers through Canada. Love it. Like, that-
• 24:14
  I mean, I kind of feel like- Show me another person that's done that. Like- I kind of feel like the three of us-... that's not an influencer hired by a brand, right? Yeah. And by the way, 91 Canadian dollars plus...
• 24:25
  Okay, l- like this is the cheapest docuseries you could ever film. All of them. $91 in electricity, Canadian dollars, turns out, today's exchange rate, turns out to be only 66 bucks- Uh-huh...
• 24:36
  US, plus whatever his salary for, for each of those days is. But it was 72 hours.
• 24:41
  Like, they're coming out of it with some, like, creative output that is probably gonna be pretty untouchable from inside a dealership perspective. Oh, yeah. Absolutely. Yeah. Just think of the life cycle. All right.
• 24:52
  Well, look, if that doesn't get your wheels going, you gotta go check out Norris, by the way.
• 24:56
  We're all, like, we're his three new followers, 'cause I think all of us probably followed his account during that podcast [laughs] because- Yes... we couldn't help ourselves. Um, but thanks for joining us today.
• 25:04
  On behalf of Kyle Mountserre, Michael Cirillo, myself, we'll see you next time.
• 25:10
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• 25:23
  If you love this podcast, please leave us a review and share it with a friend. Thanks again for listening. We'll see you next time.
• 25:30
  [upbeat music] Welcome to Auto Collabs. [laughs] Why are we recording? Are we rolling yet?
• 25:48
  Not yet.