Super Bowl Auto reklaamid –Winners või kaotajad?

[Road&Track]

Helista mulle kόόniline, aga ma ei ole kunagi olnud suur fänn auto ettevõtete kulutusi miljoneid dollareid reklaam Super Bowl. Ma arvan, et minu negativismi Alustatud kui Subaru sisse ning Impreza 1993. Aasta hiljem ma arvutatud hind kuskil ligi 2000 $ müüa auto kuulutused. I arvestatud, Subaru oleks müüa palju rohkem Imprezas kui see oli lihtsalt lopped $2,000 off auto hinnakirjas. Muide kaks reklaamijad sellel aastal olid Oldsmobile ja Cadillac.

Väheste eranditega auto reklaamid on harva resonantsi Super Bowl vaatajaid. Aastate jooksul on naljaviluks väitel, Super Bowl reklaam autod on Kuolinisku müük. Ainus põhjus, miks firmad reklaamitud oli insult reklaamibüroode ja chief marketing honchos autofirmade ego.

Mullu auto reklaamid tundus parandamiseks ja pean tunnistama, et see kindlasti tasus ära Audi ja Kia nagu nad saavutatud rekord müük USAs eelmisel aastal. Aga see ei tundu teha palju VW või Honda Accord CrossTour reklaamitud.

Tänavu auto reklaamid lõpuks lõi sellega tavaliselt traditsioonilise Super Bowl reklaamijatele buzz nagu Budweiser ja Doritos. Volkswagen tõmmatakse välja oma Darth Vader Jr tähesõdade reklaami suurimaid riigipöörde eest tulemas uus 2012 Passat. VW nutikalt välja enne tähtaega, mis oli varem absoluutne no-no täis reklaami. Laupäeva õhtuks ta oli juba vaadatud üle 13 miljonit korda youtube. Thats isegi rohkem kui 6 miljonit vaatamist õunad ikooniks 1984 Macintosh reklaami, mis peetakse ultimate Super Bowl reklaam.

Seal tundus, et üldlepingu seas palju esmaspäeva hommikul quarterback ad critiques et VWs Kuulutus oli parim. Isiklikult, minu lemmik oli Audis luksus vanglast põgenemine 2011 Audi A8. Mu naine meeldis Bridgestones Carma reklaami, kuid kahjuks ta võiks meenutada, milline reklaam oli kui ta ütles mulle, see oli tema lemmik. Oops.

Minu take: Volkswagen oli paremini tõsiselt suurendada müügimahtu USA tänavu — kui reklaami tasub ära.

Call me a cynic, but I have never been a big fan of auto companies spending millions of dollars to advertise on the Super Bowl. I guess my negativism started in 1993 when Subaru introduced the Impreza. A year later I calculated the ads cost somewhere close to $2,000 per car sold. I reckoned Subaru would have sold many more Imprezas if it had just lopped $2,000 off the list price of the car. Incidentally the other two advertisers that year were Oldsmobile and Cadillac.

With a few exceptions car ads have rarely resonated with Super Bowl viewers. Over the years I have jokingly suggested advertising cars on the Super Bowl was the kiss of death for sales. The only reason companies advertised was to stroke the egos of ad agencies and the chief marketing honchos at car companies.

Last year the car ads seemed to improve and I have to admit that it certainly paid off for Audi and Kia as they achieved record sales in the US last year. However it did not seem to do much for VW or for Honda, which advertised the Accord CrossTour.

This year car ads finally created the buzz normally associated with traditional Super Bowl advertisers like Budweiser and Doritos. Volkswagen pulled off the biggest coup with its Darth Vader Jr Star Wars ad for the upcoming all-new 2012 Passat. VW cleverly released the full ad ahead of time, which used to be an absolute no-no. By Saturday evening it had already been viewed over 13 million times on YouTube. Thats even more than the 6 million views of Apples iconic 1984 Macintosh ad that is considered to be the ultimate Super Bowl ad.

There seemed to be general agreement among the many Monday-morning quarterback ad critiques that VWs ad was the best. Personally, my favorite was Audis Getaway from Luxury Prison for the 2011 Audi A8. My wife liked Bridgestones Carma ad, but sadly she could not recall what the ad was for when she told me it was her favorite. Oops.

My take: Volkswagen had better seriously increase its sales volume in the US this year — if advertising pays off.