Real-life Safety Feature Demonstrations Help Mercedes and Infiniti Connect with Luxury Vehicle Consumers
Detroit, MI – July 23, 2013 – Phoenix Marketing International’s Automotive Practice has released findings from its on-going advertising and social media research. Every month, Phoenix Automotive names the top-performing ads in the luxury and non-luxury vehicle categories and draws insights on their effectiveness. It also measures overall online “buzz” surrounding major automotive brands in addition to measuring specific conversations about brands in categories like “Price,” “Quality,” “Fuel-efficiency,” and “Performance.”
Ads from Audi, Infiniti, and Mercedes have each been named recently as top performers in the luxury category, and Ford and Volkswagen have been named in the non-luxury category. Ads from the Volkswagen Group brands, Volkswagen and Audi, performed well because of their story-telling executions that utilized humor to demonstrate a specific vehicle feature. VW’s Beetle ad “Top Down Day” uses humor to carry the message that it’s fun to drive the Beetle with the top down – even during weather that requires you to wear suspicious clothing. Audi’s “Elusive Legend” humorously presents the woes of a seasoned tow truck operator who has never been able to trap an Audi vehicle equipped with the quattro AWD feature. Both ads were successful because they engaged the audience, which can lead to a positive impact on viewers’ ability to recall an ad.
Other top ads from Ford, Infiniti, and Mercedes follow a more traditional approach by combining messages that are relevant to their target. Ford succeeded most recently with a launch ad for the F-150 that boasts the pick-up’s “Best combination of torque and fuel economy.” Infiniti and Mercedes also recently took top spots by using real-life demonstrations of their own innovative safety features in a way that was relevant, emotional, and impactful to viewers who are in the market for a new luxury vehicle.
Many of these brands are also getting attention in the online sphere, surpassing their competitors in the number of online conversations their brands are generating overall, as well as within specific automotive conversation topics. Unsurprisingly, Ford has been the overall leader in online “buzz,” generating up to 57% more online conversations than its nearest competitor in the last three months. Mercedes and Audi have been among the top 5 brands with the highest share of conversations devoted to “Performance” and “Quality.” According to Phoenix Automotive’s June analysis, Mercedes took the top spot away from BMW for share of conversation about “Quality,” and was in the top 3 for “Performance.” The Mercedes news comes concurrent with significant coverage of the brand’s flagship, the S-Class, which has been redesigned for the 2014 model year. Audi led in “Performance” ahead of its German luxury rivals Mercedes and BMW and could be related to its recent victory at Le Mans.
The Advertising Insights Report and the Social Buzz Report are distributed monthly and their data are taken from Phoenix’s monthly Automotive Brand and Advertising Tracker and Social Media Buzz Monitor.
To view any of Phoenix Marketing International’s recent Automotive Practice reports, please click here.
Phoenix measures advertising performance across five vehicle categories (non-luxury car, non-luxury CUV/SUV, truck, luxury car, and luxury CUV/SUV) and tracks the brand health of leading automotive companies in two segments (luxury and non-luxury). Data are collected monthly from 1800+ U.S. consumers who have recently purchased or are currently in the market for a new vehicle. Brands tracked for advertising and brand data include Acura, Audi, BMW, Buick, Cadillac, Chevrolet, Chrysler, Dodge, Fiat, Ford, GMC, Honda, Hyundai, Infiniti, Jaguar, Jeep, Kia, Land Rover, Lexus, Lincoln, Mazda, Mercedes, Mini, Mitsubishi, Nissan, Porsche, Ram, Range Rover, Saab, Scion, Subaru, Suzuki, Toyota, Volkswagen, and Volvo.
Brian Maraone/Vice-President, Phoenix Automotive