Tis the holiday season and all consumer goods manufacturers are looking for ways to draw clients to their products. Carmakers are not an exception, of course, and a common theme is the usual holiday gift-wrapped-present.
Advertising evaluation firm Ace Metrix, though, reveals in its latest report that the hype automakers wish to create with these kinds of ads doesn’t really materialize. In fact, they may have the exact opposite effect.
“It’s astounding that four of the ‘Top 10’ luxury automobile ads were below norm”, Ace Metrix CEO, Peter Daboll, told Autonews. He added that “many automotive brans have stepped away from good creative and fallen back on ‘Buy it now, you idiot’ messaging wrapped up in sales events and bows.”
Lexus’ latest “December to Remember” campaign received unfavorable remarks in the study, with one respondent saying, “people don’t buy other people cars, and even if they did, do you think hearing one annoying jiggle would really clue them into the fact they were getting a new car? No!”
Daboll agrees that this add doesn’t cut it with the audience: “When we started looking at cars with bows and yet another Toyotathon, it was enough already. To suggest that someone buys a Lexus for his spouse in these economic times…”
The study’s measured takes into account relevance, persuasion and watchability and awards adds from zero to 950 points. According to Daboll, story-telling ads, especially those from Chevrolet and BMW, were the most effective, in contrast to those that promoted sales events.
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