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Posts Tagged ‘car marketing’

VW Sticking with Jamaican Ad, Mon

Maker claims critics “over-think” issue.

by on Jan.31, 2013

Don't worry, be happy. A scene from the VW ad.

Volkswagen says there will be “no change” in its plan to air a controversial Super Bowl in which everyone in an office starts speaking in a Jamaican accent.

The ad came under fire when the German maker released a sneak preview earlier this week, critics calling it racist. But the spot, which is performed to the tune, “C’mon, Get Happy,” by Jamaican singer Jimmy Cliff, has also generated a wide range of support.

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“My problem with it is there’s no link to Volkswagen. It’s a German car,” said Barbara Lippert, an editor-at-large for mediapost.com during an appearance on the Today Show in which she discussed Super Bowl advertising. Saying she was “shocked” by the VW spot, Lippert added that, “It’s just saying that black people are happy.”

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Marty’s Marketing Minutia – Auto Show Edition

Finding New Roads - and new customers.

by on Jan.11, 2013

Barbarians at the gate? The media hordes prepare for their annual assault on Detroit's Cobo Hall.

For years Cobo Hall, the venue for the North American International Automobile Show has been suspect. No matter how good the vehicles may be displayed with special lighting, the roof did leak, the rest rooms were awful, it was either too hot or too cold and exhibitors and media attendees alike were certain to come up with a vociferous array of complaints.

Result? A three-year, three-phase $270 million renovation and expansion is nearly complete, just in time for the show’s media preview days. There’s a new atrium overlooking the Windsor, Canada skyline and the Detroit River. The Wayne exhibit hall has had 25,000 square feet added and parking has been expanded by 500 spaces.

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Also good news is the relocation of the Michelin Media Center from the inconvenient third floor of  Cobo to Michigan Hall at river level. It’s located between the new three-story atrium, and the indoor Aisin Drive Green Experience test track. There will be more work spaces — 700 of ‘em –, hard line web connectivity, broadcast and photo centers and of course, a steady flow of coffee, refreshments and snacks.

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Marty’s Marketing Minutia – Special Triscadecaphobia Edition

by on Jan.04, 2013

The godfather of bad TV auto advertising, Cal Worthington, lives on.

We saw 2012 end with metaphoric skyrockets lighting the midnight sky for most auto marketers. Business was far better than expected. It was good, damn near great! Some auto advertisers were patting themselves on the back for their Super Bowl ads that went viral – viral all year! The consumer marketplace despite the on-going recession was in the car buying and leasing mood.  Result?

Single malts and champagne toasts along with the occasional long necks were raised in praise of the outgoing year along with great expectations and eager optimism for 2013.

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But in some corners of the automotive marketing, advertising, promotion and public relations world the future was at best bleak. There were more important new ad agency appointments in 2012 than ever before with many unplanned career changes and relocations for creatives, media and suits at every level. And there’s at least one big switch to come in the New Year with others rumored.

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Marty’s Marketing Minutia – Winners & Losers Edition

Our marketing maven's take on COTY and NASCAR

by on Nov.16, 2012

Hyundai execs celebrate last year's win for North American Car of the Year.

Among the harbingers of Fall are the pernickety Car of the Year Awards (aka COTY) presented in numerous vehicle categories by enthusiast magazines, auto websites, various syndicated columnists and, well, it seems like almost everyone weighs in these days.

Many winners are so surprised their agencies have barely time to simultaneously release multi-page-ads in consumer and trade publications and duly note their accolade in TV spots. Not that there was any advance notice of course.

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Then there is the most prestigious COTY award – make that North American Car and Truck of the Year awards — presented during the Detroit Auto show, an event that has justifiably become known as the most prestigious and credible of the breed considering the winners are chosen by a group of 50 independent U.S. and Canadian auto writers.

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Marty’s Marketing Minutia: Domestic Goddess Edition

Martha pitches Toyota, Blake rebounds for Kia, Adweek honors Olivier, and TED honors Mazda.

by on Nov.02, 2012

Martha Stewart will team up with Toyota for the launch of the new Avalon.

Doyen of domesticity moves into garage: Martha Steward & Toyota Avalon

Sheets, towels, paint, pots, pans, plants, party planning, gardening, television shows, publications and more are just some of the associations Martha Stewart has used to become one of most powerful women and brands — targeted to an estimated 66 million women every month. Now add Toyota and the Japanese brand’s all-new 2013 Avalon which becomes the latest product on Ms. Stewart’s resume as part of “Martha Stewart’s American Made initiative.”

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A Toyota spokesperson noted, “Partnering with Martha Stewart and the American Made initiative made perfect sense for us – after all, about 70% of Toyota vehicles sold in the US are built here.  And, the 2013 Toyota Avalon is the perfect example of our commitment to building in America.  The Avalon was designed, engineered and built right here in the USA.”

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Marty’s Marketing Minutia: Makers Go for the Gold

Rethinking the Super Bowl, Olympics and more.

by on Oct.05, 2012

The dog might not be happy but the "Vet" commercial scored for BMW.

Top 10 Auto Ads in 3rd Quarter

According to Ace Metrix the most effective television commercials in the third quarter of 2012 contained two automotive commercials in a field dominated by techy ads and philanthropies. (Click Here to watch.)

Ford’s ‘One Foot Forward’ commercial, touting the new foot operated lift-gate, was only 18 points under the number one commercial. BMW’s funny “Vet’ commercial (think emasculation — which normally is not funny) tied at sixth with an Apple commercial for earphones.

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And while not truly a car commercial, AT&T’s anti-texting commercial is aimed at the same target markets.

Here’s a list of the most effective ads of the third-quarter:

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Marty’s Marketing Minutia: Hype, Hope and Hysteria

Score a big win for GM.

by on May.25, 2012

GM marketing czar Joel Ewanick, shown with the Chevrolet Volt.

Hooray for Joel Ewanick! He had a helluva week breaking molds, traditions and profligate spending while making new ad biz rules. He’s gone where few CMO’s have dared to go with the outlandish premise of getting a measurable return on every component of the corporation’s massive advertising budget.

Part 1 was killing GM’s Facebook ads, a media trip into the unknown that was not working: i.e., generating measureable interest or involvement. Feeling good is not a Metrix element of marketing. Results count, right?

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Part 2 was the cancellation of three 30-second commercials on next year’s Super Bowl because they become too expensive. What a bizarre concept. GM not on the Super Bowl. OMG!

But the media buy of $11.4 million based on a price tag of $3.8 million apiece is chump change when one considers the other elements of the major expenses for a traditional Super Bowl package for Gargantuan Motors that could boost the bill by another $10 million or more.

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Marty’s Marketing Minutia – Hype and Hoopla Edition

Autos in Sports, History and Entertainment.

by on Jan.27, 2012

In an unusual twist, a few Super Bowl advertisers are already showing their game spots.

Super Bowl XLVI Hype 3.0

Contrary to popular belief, less is not more, more is more when it comes to carvertisers on the Super Bowl broadcast. Just nine days and counting til kick-off but you’d think it’s already the big game.  Enuf is enfuf already, as the teasers, hype and embellishment continues unabated.  Here’s this week’s update:

Apple and General Motors Ads Dominate NFL Playoff Games

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It’s crunch time. The big, really big winners in NFL Playoffs advertising, according to data from Ace Metrix were: Apple, General Motors (Cadillac), Applebee’s, Nissan, and Google were the most effective advertisers during the past three weekends of playoff football.  As noted in a special MMM this past Monday the three weekends of playoffs are often an interesting test run for advertising during the Super Bowl.

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The Soft Sell: Auto Advertising Turns 113

Those 19th Century Mad Men marketed the Winton. Has much really changed?

by on Sep.16, 2011

The first automotive ad, for a Winton, appeared on July 30, 1898 in Scientific American. Who knew what would follow once the Mad Men got into the game.

Hoist a very dry Martini before dinner Saturday to honor and toast the 19th Century Mad Men who convinced the Winton Motor Carriage Co. of Cleveland, Ohio to run the first automobile ad advertisement in Scientific American magazine, July 30, 1898.  Consider it an homage to those who led the way for us who make or have made our careers in auto advertising.

This is the ad that appeared.

No, the layout is not up to contemporary standards, the illustration is only so-so, but carefully read the headline and the body copy. Now think of this ad in terms of today’s advertising for electric vehicles. There’s an almost eerie visionary prophetic sameness with the major selling points, isn’t there?

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And the price, $1,000. Based on the Inflation Calculator using Consumer Price Index data, today the Winton would cost $25,853.94 — a number not that far off from Nissan’s Leaf or GM’s Volt, at least after rolling in today’s federal tax credits. (There wasn’t an income tax back then, of course.) Conversely, $1,000 today would only get you $39.30 in 1898.

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Kia Takes Ad Award With Hip-Hop Soul Campaign

Making $13 bil in auto ads pay off.

by on Apr.21, 2011

Kia's "ham-stars" take top ad honors.

The incredibly popular Kia hamsters scored big in the 2011 Nielsen Automotive Advertising Award.  The automaker’s latest campaign, which put the soul in the Kia Soul, was named Ad of the Year at a New York Auto Show news conference.

Spending on automotive advertising surged to a record $13 billion in the U.S. last year, carmakers putting about 4,400 different commercials in front of TV viewers in a bid to get potential customers into showrooms.

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“Today’s TV viewer is drinking from a firehose,” said Iain Beavis, Nielsen Automotive’s executive vice president.

The problem, said Beavis, during an event attended by several thousand automotive executives and reporters, is that there are all too many ineffective ads that are “wasting your money.”

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