Depending on whether the car ad is directed at men or women, the ad emphasizes masculine or feminine elements. Consumers often "spice up" cars. For men, the car is usually feminine. For women - masculine.
The motives behind car advertising
The motives on which car advertising is based are quite diverse:
– owning a car is a dream come true, pleasant emotions;
- ownership of a certain car - availability for all social categories or, conversely, only for the elite;
- a specific car is safety, comfort, strength, reliability, beauty, environmental friendliness, efficiency, etc.
Characteristics on which car advertising is built
Characteristics that are usually needed in an advertisement for a car for sale:
- brand,
- model,
- year of issue,
- color,
- mileage,
- power,
- accessories,
– transmission (manual or automatic),
- engine,
– guarantee or insurance,
– price and terms of payment,
– name, phone number, (e-mail).
Keywords relevant in car advertising
- reliable,
- comfortable,
- economical,
- modern,
- retro,
- easy to park,
- eco-friendly
- effective
- powerful
- safe,
- roomy
- solid
- sports,
- respectable.
Automotive advertising is often based on emotions. Therefore, bright colors, informal balance, diagonal lines will be appropriate in it. In family models, it is worth demonstrating traffic safety (belts, pillows, etc.)
An example of non-informative advertising
An example of "talking", non-informing advertising:
Work for yourself!
Family of cars "Gazelle"
Now such a life. Gotta spin, gotta turn!
If If you don't get lucky, someone else will.
If you have arms, legs, a head on your shoulders, please, you will not be poor.
And if you are a “burdock”, then you will miss what is swimming right into your hands!
GAZ - Russian cars
Additional Information:...
Examples of detailed, information-rich advertising
There are many people with big money
who want everything in the world to remain as it is.
But is this enough for success?
After all, time dictates its conditions.
It is no coincidence that the new BMW 7 series has appeared right now. The world is changing, globalization is becoming the main sign of the future, these changes are being felt in Russia as well. The new BMW 7 Series, featuring 35 world-class technical innovations, has become a symbol of this turning point. iDrive and Dynamic Drive - these innovations are hard to overestimate. The same can be said for the first eight-cylinder V-twin engine with Valvetronic and the first six-speed automatic transmission with an electric shift system. Thanks to high technology, the BMW 7 Series, despite its impressive size, is exceptionally dynamic. But not only technical innovations make this model unique. The new BMW 7 Series not only enjoys well-deserved success and recognition around the world - it creates new ideas about the status, prestige car for the true elite of society. This car perfectly demonstrates the worldview of people of modern times.
Dealer locations:...
BMW. Driving pleasure
An unforgettable ride behind the wheel of the BMW 7 Series.
Try the best.
New BMW 7 Series.
Unique opportunity: a long test drive in an executive class sedan, a leader car that embodies prestige and emphasizes your high position in society. The instant success of the new BMW 7 Series in Russia has led to an active demand for test drives in the showrooms of official dealers. In order for you to get acquainted with the flagship of BMW in a calm atmosphere and at a convenient time for you, we have created a special program. After all, a truly versatile test drive should take place without haste ...
You will have plenty of time to follow the special route and enjoy the fantastic dynamics that the advanced Valvetronic technology gives you. Enjoy smooth engine operation, sharp acceleration and amazing acoustics - qualities that, along with a 14% increase in power, characterize the new generation of BMW engines. Enjoy the power of the 333-horsepower engine. The combination of the brilliant qualities of the new BMW 7 Series will allow you to experience an unforgettable test drive pleasure.
New BMW 7 Series. A new philosophy for your life.
A car is not a luxury, but a commodity- and to prove it to the consumer, creators are constantly coming up with more and more new designs interesting, funny, creative, memorable car ads. We have already published and - but advertising business does not stand still, the wheels are spinning, creators give birth to slogans, artists draw, and we can only be surprised at their imagination. Top ten most creative car ads- in this article, Here and now.
1. Odnoklassniki
Many believe that classmates meeting- another reason to brag about your life success, and even openly splurge. Creators from agencies Ireland/Davenport (Johannesburg, South Africa) a little mockingly depicted this habit: before entering elite college lined up very expensive cars, and the laconic inscription at the bottom reads "Luxury car rental". Of course, it's better to be than to seem, but sometimes you can't lose face.
mercedes benz pleased with highly artistic advertising: prints created in an Israeli agency Shalmor Avnon Amichay, strongly reminiscent of asymmetries of the cerebral hemispheres: left - rational, right - figurative. Advertising fits the solution mercedes benz brand yourself through the image of the human brain and the idea constant innovation.
3. Stranger
Advertising with a cultural code- aerobatics of advertising art. These samples include a print for the company. Mazda rethinking famous painting by Ivan Kramskoy "Unknown", which is often mistakenly called "Stranger". However, this does not make the picture less recognizable, and advertising - less artistic.
4. Bus for cars
“You ran into my wheel!”, “Transports, we are passing through the cabin!”, “Who blew out ?!” - probably, such a squabble can be heard in bus that transports cars. This funny and original image was born in the minds of creators from Bangalore branch of the famous agency Ogilvy & Mather; advertised, of course. car carriers.
5. Smoke on the poster
To influence the minds of the consumer, it is allowed to use not only pictures: the spectacle is always more interesting. This was figured out in Team Detroit agency: on ads he created Ford cars from under the wheels of a painted car every five minutes a large puff of smoke flies out, simulating signature street racing braking. The smoke release mechanism is elementary, and attracts attention very well.
This car ad Porsche- an interesting and original move of the company's PR people. Working with the audience in the social network Facebook, the company announced that the names first million users to friend the official Porsche page, will immortalized on a special machine. And so they did - just a few weeks later. The promotional car went to Porsche Museum Stuttgart, and the publicity stunt - into the golden collection of tricks of the newly born social media marketing (Social Media Marketing).
7. Non-standard gear knobs
Everyone knows how many drivers love to decorate their favorite gear lever knob. creative agency Y&R from Milan also drew attention to this detail. The slogan was used "Discover more modern driving" in combination with archaic gearshift levers: one is decorated chain mail, another - bandages for mummification. However, many drivers would probably prefer a beautiful chain mail gear knob to a faceless modern one.
8. Infinity
This ad depicting going into inner infinity smart car, not very subtly alludes to his endless perfection. Perhaps the idea is expressed too generally to consider it a successful advertising message, but the visualization turned out to be interesting. Authors - Madrid agency Contrapunto from the international advertising and communication holding BBDO.
9. Ecology and Skoda
Modern advertising of cars is unthinkable without attempts to sell the user a "green idea" along with wheels, a body and spare parts. However, agency Leagas Delaney from Prague formulated this idea more subtly: "Recycle old cars and spare parts". Looking at a cute owl and a badger, you subconsciously understand: Skoda is a kind, green, environmentally friendly company. That's what advertisers need.
10. X-ray
On x-ray in the "guts" of the machine was found garden watering can. What would that mean? But the fact that there is nothing to poke extraneous, unbranded parts into Peugeot! This is the message of prints from Sydney agency The Furnace. The idea of a car x-ray is not new, but the message is clear, crisp and unconventional.
Attempts to attribute human feelings to inanimate objects are always interesting. The authors of the original advertisement tried to play a real tragedy in the space of a creative poster. In the previous series of our "Soap Messenger" there was a bad anecdote about. This time, the story is even more heartbreaking - the suffering of a young gas station, which is constantly dynamized by his beloved car.
How hard it is to be a gas station in a century technical progress! All cars have become terribly independent and are proud of their independence. So the original advertisement proudly tells that your car will often dynamize gas stations, because it consumes gasoline very economically.
Meanwhile, such independence is not good for the filling machine: the flowers wither, dinner in the restaurant gets cold, but she is still gone. Dreams of how he will fill her up and, so to speak, fill her up to the very worst, dissipate like smoke from an exhaust pipe. The last thing left for the poor machine gun is to shoot himself with his own pistol (it should be noted that the device is multifunctional: you can refuel it and shoot from it in case of failure).
The slogan is "Less visits to the pump". They came up with a story about male love and female deceit in the Paraguayan creative agency Nasta/Ogilvy.
Our work is a constant search: we are looking for solutions and forms, associations and images, materials and techniques. The capabilities of our Digimac design studio are not limited to standard tools: draw, sculpt, model, cut, glue - we work with any materials and formats.
Development of corporate identity
We are able to create and emphasize the uniqueness of companies, services and products. We build the right series of associations by mixing colors and textures based on the expectations of your clients. The images created in the studio make you believe in them, follow them. Your client will distinguish them from thousands.
With each of our work, we try to be more useful to our customers and the people around us. We treat each project with professional awe and interest.
Design Services
We will be happy to develop for you:
- a unique, commercially effective logo;
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We blind, we glue, we make, we draw, we develop. Everything that will make your business more successful and your customers happier.
Design is our life and work! Design studio Digimac.
It is predicted that by 2020 the US alone will spend $14 billion on digital advertising, which is 13% per year. This significant growth demonstrates the importance of digital channels for the segment, and the competition for the attention of motorists is very fierce. According to Autotrader, one of the largest portals, more than 70% of young people cite technology and infotainment as a must-have when buying a car, while 61% of buyers use videos to explore features and disadvantages. The key to successful marketing is being creative, capturing the client's truest feelings and being memorable.
In an effort to attract millennials and move away from its "outdated" image, Chevrolet launched the #BestDayEver campaign. The commercial featured actors such as Alec Baldwin and Olivia Wilde occupying college classrooms as substitute teachers, while entertainer Kelly Clarkson hosted a dinner for new moms. To promote the campaign and increase brand awareness, Chevrolet partnered with Youtube to host an eight-hour live stream of events hosted by Jon Dore/Garfunkel and Oates, who made updates throughout the day. “We needed to create situations that would capture (and perhaps shock) people's attention, engage consumers and open the door for future relationships,” says a Chevrolet spokesperson. The campaign was a huge success, with the hashtag #BestDayEver garnering 1.5 billion impressions on in social networks, while the live stream from YouTube was watched by 3 million people and 75% of the participants were under 35 years old.
Conclusion: such an impact in brand promotion, if used correctly, can be very useful. Also, launching on a significant day (such as April 1st) can offer a way to connect with customers. in the best possible way- using humor.
When Ford's "Try More" campaign was launched, its goal was to get consumers involved with the recent redesign of major models. To achieve this in the Canadian market, Ford hosted live events that encouraged consumers to try activities such as ax throwing, mechanical bull riding and MMA fighting. The live events also showcased key models from the Ford website for visitors to see and test live. To promote the "Try More" campaign, ads were launched on social media and on television.
Conclusion! For a brand to reconnect with customers, it is important to take advantage of opportunities such as redesign or rebranding. By bringing the new design to market through a range of creative activities, Ford proved to be a fun and innovative brand by showcasing its flagship product, the car.
On Valentine's Day, Ford intended to draw viewers into their video prank by using a student girl as a driver to address the cliché that women aren't pretty. To achieve this, they partnered with an agency that recruited young actors to audition for a new dating show and meet a later-selected "star" of the show. Unknown to the participants in one of the best car ads, the "star" was a fiction, and the Mustang ride was just a prank with hidden cameras. At first, the stunt driver pretended to be trying to cope with the controls. The campaign was very successful and the video went viral with 12.8 million views on Youtube.
Conclusion! To engage an audience, it is sometimes worth engaging social issues and developing a campaign around preconceived notions—in this case, the fact that women are not very good drivers. Using video is also a smart and fun way to get the message across in a way that words can't.
Porsche - "Virtually Porsche"
Porsche has launched a virtual reality experiment for its US customers to introduce them to the new Panamera 4 electric hybrid and its technological capabilities. With the help of VR, the application demonstrated the filming process and the experience of working with technology and car lovers.
Aware of the fact that not everyone had access to VR technology, the Porsche marketing team created 5,000 limited Google Cardboard devices for viewing. the best advertising cars under the Porsche brand. Each of the gadgets was wrapped in faux leather, reminiscent of the models' stylish interior skin, and had a scannable code to easily direct people to the app. Therefore, when viewers put their smartphones in a special panel, they immediately got a headset virtual reality. Among the spectators were influential people, Porsche supporters and potential buyers. In the first month alone, there were 2.2 times more virtual test drives than real test drives at 188 dealers in the US alone.
Conclusion! New technologies present unique ways to interact with customers. The immersive nature of VR and AR gives brands the ability to put people in their cars without actually having them physically. As the popularity of these for the automotive industry grew.
An effective marketing campaign uses all the tools and possibilities to make it successful. Companies that aren't afraid to try new things often see their lasting and positive impact on their brand. Creating buzz, creating emotional connections and giving people something to talk about all play a role. Suggest your options for the most popular car advertising in the comments, and perhaps in the next review we will talk about them.
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