Otto hats vorgemacht, Edeka zieht nach und bewirbt seine Supermärkte und Produkte mit einem etwas bizarren Spot.
Im Ergebnis vielleicht laut etwas schrill aber herrlich unkonventionell und somit das 100%ige Gegenteil des typischen USP-Bla Bla Einheitsbreis. Nach anfänglicher Verwirrung gefällt mir das ganze nun richtig gut. Und wer dieser Friedrich Liechtenstein ist muss ich jetzt auch mal recherchieren…
Enjoy!
A great example of a modern campaign which did it all: increased awareness, unbelievable word of mouth, direct interaction with its customers, strong brand loyalty, a huge crowd of brand fans and last but not least a significant increase in sales. Congrats!
Wow, just had a look at their facebook page: Incredible consumer reactions! This thing is going trough the ceiling…
The following article has been published by BusinessWeek Automotive Blog
GM’s 60-day guarantee seems to be working
Posted by: David Welch on October 14
General Motors encountered plenty of skepticism when the company launched a 60-day buy back guarantee on its new cars in September. Some critics said it wouldn’t get many shoppers to dealerships. One dealer told me that the program would only entice joy riders who want to take a Corvette for a month and bring it back, free of charge.
But so far, the program appears to be working. Vice Chairman Bob Lutz told reporters today that consideration is up 15%. That means that 15% more people are giving its cars a look. Edmunds.com, which tracks web traffic and vehicle consideration, confirmed Lutz’s figure saying it comes form the website’s own research.
And the joy riders? Lutz said that of the 150,000 vehicles sold at retail during the program, only a few hundred even opted to take the 60-day guarantee. And of those buyers, only one returned his car. It was a Corvette. But Lutz said the buyer decided he didn’t want the bother of a manual transmission. So he returned his ‘Vette for one with an automatic.
Source: http://www.businessweek.com/autos/autobeat/archives/2009/10/gms_60-day_guar.html
The following article has been posted by David Kiley on BusinessWeek’s „The Auto Beat“ and deals with Fords renewed focus on its 2007 „Drive One“ campaign where they invited consumers to try their cars and share their experiences with the rest of the country.
Advertising: Ford Turns Back To Owners To Tell Its Story
Posted by: David Kiley on October 08
Ford Motor Co. is sticking with its “Drive One” ad campaign launched in 2007, but infusing a little more emotion into the effort. But don’t expect to see people gushing on camera about their Ford.
The automaker is at an interesting crossroads. It clearly has momentum in the marketplace after being the only one of the three Detroit automakers to escape Chapter 11 and government bailout in 2009. Sales of Ford cars and trucks have fallen by 21% to 1.058 million units in the first nine months of 2009, but the brand’s market share rose to 13.5% from 12.5%. The Ford brand’s drop was less than the nation’s top-selling Toyota brand’s 26% drop in sales.
But there is a feeling inside the company that, despite the terrible economy and resulting calamity in the auto industry, Ford’s time is now.
For the past year, the company has been focused on pitching very rational messaging: fuel economy, quality, technology like its Sync telematics system. Ford’s top marketing executive Jim Farley says the strategy has been to keep giving the public rational reasons they need to consider, care about and buy a Ford.
As Ford’s own research shows, too few people associate the feelings of “cool” and “savvy” with the purchase of a Ford. It has to change that, and accelerate its efforts, if it is going to fully take advantage of the present weakness of GM, Chrysler and even Toyota.
The slogan, “Drive One,” has been met with a mostly tepid reaction from the public. It ties into CEO Alan Mulally’s mantra that he has driven into the company—“One Ford.” That refers to the idea every employee must embrace that it is one worldwide company and brand, not a portfolio of companies the way it used to be: Ford North America, Ford Europe, Ford Asia-Pacific, Jaguar/Land Rover, Volvo.
But there hasn’t been a lot of blood flowing to the campaign, or the slogan itself.
The new push on “Drive One” includes several interesting pieces. First, the automaker will begin this week running what will eventually become at least 45 15-second ads on TV and the Net which show real people engaging and talking about some aspect of a Ford. These ads will be overlaid the usual packet of 30 and 60 second ads for models, as well as dealer advertising.
The look, energy and voice of these 15 second ads seem just right. Ford has momentum both in sales and perception, and these very honest and engaging ads come off as breathing some new wind into the sails.
The article can be found at: http://www.businessweek.com/autos/autobeat/archives/2009/10/advertising_for.html
