Posted by Dale Buss on September 26, 2013 02:46 PM
Car sharing is moving more and more into the mainstream of American life and marketing, and Daimler's new campaign for its Car2Go service will advance the cause.
In a national effort that it's launching this week, Car2Go is running ads featuring real customers relating stories of how the service fits into their lives, including one that features how Car2Go was handy for getting a pregnant mom to the hospital and another that features a 290-pound strongman who uses the cars for errands.
The latter is especially interesting because Daimler uses only the Fortwo model, built by its Smart unit, in Car2Go, and it's one of the tiniest cars on American (or any) roads. In fact, its size continues to be a purchase obstacle for many US consumers despite the proliferation of other mini-cars including the Scion iQ and Chevrolet Spark.Continue reading...
Posted by Mark J. Miller on September 17, 2013 08:02 PM
Remember the friendly Jolly Green Giant and his little pal Sprout? The pair has always seemed pretty chaste and innocent. And maybe they are, but it appears that marketing executives at General Mills have a different idea.
The brand has turned out a series of web videos that takes full advantage of suggestive language, including conversations that include statements like, “It's so much bigger than I'm used to"—the vegetables, of course.Continue reading...
Posted by Sheila Shayon on September 5, 2013 11:02 AM
Capping off its "30 Days of Change" logo campaign launched in August, Yahoo has officially unveiled its new logo, the third since the company was founded in the mid-90s. And while the 'new' logo may not be all that different, the digital and social campaign surrounding it exemplifies the efforts that the company has undertaken to appeal to a younger generation of internet users.
Designed by Yahoo's in-house brand design group (with the help of CEO Marissa Mayer), the new logo is described by Yahoo SVP-brand creative Bob Stohrer as "sophisticated with a wink"—on point with Mayer's Tumblr comments about building a strong base, but keeping a bit of whimsy.Continue reading...
Posted by Dale Buss on September 3, 2013 05:36 PM
Some luxury auto brands tack back and forth between exclusivity and accessibility, depending on the needs of the moment, their long-term strategies or a combination of both. Mercedes-Benz, for example, is about to introduce its low-end new CLA sedan in an attempt to open itself up to aspirational—but not necessarily high-net-worth—Millennials.
Now Cadillac seems to be taking a page from the same playbook with a new fall campaign under the theme "Work Hard. Be Lucky," according to Advertising Age, the first work by its new ad agency, Rogue.
"The messaging will lean on American values, such as the notion that everyone can create his or her own destiny," the publication said. "Cadillac will be painted as a more-accessible car than it has been."Continue reading...
Posted by Dale Buss on August 23, 2013 11:34 AM
Ford's emphasis on social media marketing for its Fiesta subcompact is paying off in a somewhat surprising way: The brand was able to declare this week that Ford has enjoyed the fastest retail-sales growth of any auto brand in the US among the highly sought but stubborn Millennial demographic over the last four years.
Ditto in a sense for Chevrolet which, while without making claims versus the competition, noted that it continues to gain share of Millennial buyers with its own small cars, including not only the Sonic competitor to Fiesta but also the larger Chevrolet Cruze and even smaller Chevy Spark.
Ford posted a whopping 80 percent increase in sales among shoppers ages 18 through 34 in the first half of this year compared with the first half of 2009, according to R.L. Polk registration data, while the industry overall increased by only 35 percent.Continue reading...
start your engines
Posted by Dale Buss on August 20, 2013 07:13 PM
General Motors is aiming at a decidedly upscale, younger, and white-collar— preferably rich—clientele with its all new Chevrolet Corvette. But whether the new Stingray and its 460 horsepower can even make it up that grade is far from certain.
In the seventh generation of the car since Corvette rolled out in 1953, Chevrolet is clearly focusing on buyers of European sports cars with rakish new styling and much improved interior materials and appointments, using leather, carbon-fiber accents and aluminum rather than the plastic that marked the outgoing model. The 6.2-liter V-8 engine also boasts 25 more horsepower than the old model.
Even the old model's trademark round taillights have been replaced with mildly rectangular forms. At the same time, the new Stingray offers pure drivers a choice of "modes" such as one for the racetrack, one for sport driving, another for bad weather, yet another for the most economical way or just normal touring. Everyone can have fun and look cool in a car like that.Continue reading...
Posted by Mark J. Miller on August 20, 2013 10:42 AM
Holiday Inn is shelling out $1 billion to prove to consumers that it's not just their parents' hotel anymore. The record-breaking hospitality campaign hopes to change traveler opinions on the long-time hotel brand, making it a more relevant choice for young families and Millennials.
Titled “Change Your View,” the campaign is wrapped up in a single one-minute commercial that demonstrates the many different people that stay at Holiday Inns, and the many possibilities that the hotel holds for visitors. According to BusinessInsider, the ad will be running on 15 major US networks, such as during NFL games on CBS, as well as online.Continue reading...
Posted by Dale Buss on August 19, 2013 01:36 PM
"Scion may not be the hip, must-have import accessory it once was," Edward Sanchez, an editor at MotorTrend.com, has written this week. And of course, that's the problem. So Toyota has decided to let its dealers off the hook about selling a once-promising brand in a still-hot segment—whose sales nevertheless peaked seven years ago.
Toyota has told dealers that they're free from penalty if they decide to walk away from the Scion franchise, whose sales peaked at about 173,000 units in the US in 2006. For this year to date, Scion sales were only 41,300 vehicles through July, down by nearly 2 percent from a year ago, and sales in July were down by 9 percent year-to-year. Toyota executives didn't even make any planned mentions of Scion in their most recent monthly sales conference call with journalists.
About 1,000 of Toyota's 1,225 US dealers still carry the Scion franchise, according to Automotive News. That is a far higher percentage than Toyota initially expected, but Scion's early product successes encouraged more Toyota dealers to jump into the game.Continue reading...