At Callbright, we're big fans of quality automotive marketing, especially when those big, expensive stunts actually do their job and generate a healthy return on investment. Here are some of our favorite auto campaigns from recent years that generated both buzz and ROI.
Chevrolet — Firsts
|Image courtesy Think With Google|
Chevy wasn't lacking creativity on this campaign. The car's bungee jump was streamed live online and the car wasn't "launched" until the website received enough clicks to push the Sonic over the ledge. The campaign was so popular for the way it engaged the audience that it earned a coveted Effie Award in 2013.
Honda — Cog
|Image courtesy YouTube|
Honda, which had struggled in the U.K. over the previous five years, struck gold with the "Cog" commercial. It became one of the earliest viral videos as it reached a global audience via the Internet. The commercial was called the "water-cooler ad conversation of the year" by a British journalist, and Honda's website traffic jumped 400 percent over the course of the campaign.
Mini — Let's Motor
|Image courtesy AdverToLog|
Thanks to the "Let's Motor" campaign, Mini's return to the U.S. was a roaring success. The company sold 5,000 more cars than the original 20,000-unit limit. Brand awareness increased to 80 percent, with about 40 percent converting to consideration. The modest budget meant Mini spent just $567,000 per percentage point of awareness in its first year while other brand's spent an average of nearly $6 million for the same gains.
For more marketing inspiration, check out some of these awesome dealership mascots!