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BMW’s i8 Elevates Maker’s Image in Germany

Hybrid electric improves company’s cool factor.

by on Aug.21, 2014

BMW's new i8 is raising the company's profile among new car buyers in Germany.

BMW’s new i8 is a cutting edge vehicle using new technologies to make it the among the most impressive hybrid electrics on the road. However, few vehicles capture the public’s imagination without great advertising campaigns and, in Germany, the maker seems to be making an impact with the i8.

According to a study by Pulse, a German market research agency, 44% of German car buyers were aware of BMW’s i8 advertising campaign in Germany and that it reinforced the future competence and “coolness” of the BMW brand.

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That number rises to 58% when only BMW owners are polled. Additionally, Audi, Mercedes-Benz and Toyota drivers came in above the 44% mark, which indicates that the i8 campaign is BMW is impacting drivers of competing brands. (more…)

Marty’s Marketing Minutia – Oscars Edition

Hyundai says, "Hooray for Hollywood."

by on Feb.24, 2012

Hyundai calls it the “Big Voices in Big Places” philosophy; I’m calling it Media Chutzpah, Incorporated.  Not long ago, the Korean carmaker was largely ignored by most Americans, with barely a one percent share of the U.S. market.  But now, with its sales soaring – demand limited only by production capacity – Hyundai wants to make sure it’s noticed, and that means it is going for the gold.

Quite literally, with a huge advertising presence during last month’s Super Bowl, where it was seen by 111 million viewers; during the Grammy’s, which generated strong viewership in the wake of Whitney Houston’s untimely passing; and now completing the trifecta as the exclusive carvertiser during that perennial favorite, the Oscars.

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There’s an advertising audacity in capturing multi-multi-millions of eyeballs with such wide audience demographics in appointment television viewing. But unlike the Super Bowl the commercials take second place to the red carpet arrivals, the glitterati, super stars, presenters and Billy Crystal, the popular emcee making his return after a long absence.

(more…)