Depending on whether a car advertisement is aimed at men or women, the ad emphasizes masculine or feminine elements. Consumers often “spice up” cars. For men, car is usually feminine. For women - masculine.
Motives on which automobile advertising is based
The motives on which automobile advertising is based are quite diverse:
– owning a car is a dream come true, pleasant emotions;
– owning a certain car – availability for all social categories or, conversely, only for a select few;
– a specific car is safety, comfort, strength, reliability, beauty, environmental friendliness, efficiency, etc.
Characteristics on which automobile advertising is based
Characteristics that are usually necessary in advertising 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, telephone, (e-mail).
Keywords appropriate for car advertising
- reliable,
– comfortable,
– economical,
- modern,
– retro,
– easy to park,
– environmentally friendly,
– spectacular,
– powerful,
- safe,
– roomy,
– solid,
– sporty,
- respectable.
Automobile advertising is often based on emotions. Therefore, bright colors, informal balance, and diagonal lines would be appropriate. In family models, it is worth demonstrating traffic safety (belts, airbags, etc.)
An example of uninformative advertising
An example of “jabbering”, uninforming advertising:
Work for yourself!
Family of GAZelle cars
This is life now. We have to spin, we have to!
If If you don't catch your luck, someone else will catch it.
If you have arms, legs, a head on your shoulders, please, you will not be poor.
And if you are a “bummer”, then you will miss what is floating 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 also felt in Russia. The new BMW 7 Series, which features 35 world-class technical innovations, has become a symbol of this turning point. iDrive and Dynamic Drive - these innovations cannot be overestimated. The same can be said for the first eight-cylinder V-engine with Valvetronic and the first six-speed automatic transmission with electric shift system. Thanks to high technology, the BMW 7 Series, despite its impressive size, is exceptionally dynamic. But it’s not only technical innovations that make this model unique. The new BMW 7 Series not only enjoys well-deserved success and recognition throughout the world - it creates new ideas about a status, prestigious car for the true elite of society. This car perfectly demonstrates the worldview of people of modern times.
Dealer addresses:...
BMW. Enjoy driving
An unforgettable trip behind the wheel of a BMW 7 Series.
Try the best.
New BMW 7 Series.
Unique opportunity: a long test drive in a luxury sedan, a leading car that personifies prestige and emphasizes your high position in society. The instant success of the new BMW 7 Series in Russia led to active demand for test drives in the showrooms of official dealers. In order for you to get acquainted with the BMW flagship in a relaxed atmosphere and at a time convenient 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 offered by the advanced Valvetronic technology. Enjoy the smooth operation of the engine, sharp acceleration and delightful acoustics - qualities that, along with power increased by 14%, characterize the new generation of BMW engines. Enjoy the power of a 333-horsepower engine. The combination of brilliant qualities of the new BMW 7 Series will allow you to experience the unforgettable pleasure of a test drive.
New BMW 7 Series. A new philosophy for your life.
A car is not a luxury, but a commodity- and to prove this 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 turn, creators give birth to slogans, artists draw, and we can only be amazed at their imagination. Hot ten most creative car advertisements- In this article, Here and now.
1. Odnoklassniki
Many believe that meeting of classmates or classmates- another reason to boast about your life successes, or even openly show off. Creators from agencies Ireland/Davenport (Johannesburg, South Africa) depicted this habit a little mockingly: before entering the elite college lined up very expensive cars, and the laconic inscription below reads "Luxury car rental." Of course, it’s better to be than to appear, but sometimes you can’t lose face in the dirt.
Mercedes-Benz pleased with highly artistic advertising: prints created by an Israeli agency Shalmor Avnon Amichay, vividly remind us of asymmetries of the cerebral hemispheres: left - rational, right - imaginative. Advertising matches the solution Mercedes-Benz brand yourself through the image of the human brain and idea constant innovation.
3. Stranger
Advertising with cultural code- the highest aerobatics of advertising art. Such samples also include a print for the company Mazda, rethinking the famous painting by Ivan Kramskoy "Unknown", which is often mistakenly called "Stranger". However, this does not make the picture less recognizable, or the advertising less artistic.
4. Bus for cars
“You ran over my wheel!”, “Vehicles, let’s drive through the cabin!”, “Who fired the engine?!” - Probably, such a squabble can be heard in a 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 transporters.
5. Smoke on the poster
To influence the minds of the consumer, you can use not only pictures: spectacles are always more interesting. This was realized in Team Detroit agency: on an advertisement 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 simple and attracts attention very well.
This car ad Porsche- an interesting and original move by the company’s PR specialists. Working with an audience on a social network Facebook, the company announced that the names the first million users to friend the official Porsche page, will immortalized on a special car. And so they did - literally a few weeks later. The advertising car went to Porsche Museum in 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 chainmail gearshift knob to a faceless modern one.
8. Infinity
This advertisement depicting going into inner infinity Smart car, not very subtly hints at his endless perfection. Perhaps the idea is expressed too generally to be considered a successful advertising message, but the visualization turned out to be interesting. Authors - Madrid agency Contrapunto from the international advertising and communications holding BBDO.
9. Ecology and Skoda
Modern car advertising is unthinkable without attempts to sell the user a “green idea” along with the wheels, 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 exactly what advertisers want.
10. X-ray
X-ray revealed in the "guts" of the car garden watering can. What would that mean? But the fact that there is no point in putting extraneous, non-branded parts into Peugeot! This is the message of prints from Sydney agency The Furnace. The idea of an X-ray of a car is not new, but the message is expressed clearly, clearly and unconventionally.
Attempts to attribute human feelings to inanimate objects are always interesting. The authors of the original advertising tried to play out a real tragedy in the space of a creative poster. In the previous episode of our Soap Messenger there was a bad joke about. This time the story is even more heartbreaking - the suffering of a young gas station machine, which is constantly dynamized by his beloved car.
How hard it is to be a gas station in this age technical progress! All cars have become terribly independent and are proud of their independence. So the original advertisement proudly tells us that your car will often run out of gas stations, because it uses gasoline very economically.
Meanwhile, such independence is not good for the gas station: the flowers fade, dinner in the restaurant gets cold, but it’s still not there. Dreams of how he will fill her up and, so to speak, refuel her to the best of her ability, dissipate like smoke from an exhaust pipe. The last thing that remains for the poor machine gun is to shoot himself with his own pistol (it should be noted that the device is multifunctional: you can both refuel it and shoot with it in case of failure).
Slogan: “Less visits to the pump.” The Paraguayan creative agency Nasta/Ogilvy came up with a story about male love and female deceit.
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: drawing, sculpting, modeling, cutting, gluing - we work with any materials and formats.
Development of corporate styles
We know how to create and emphasize the uniqueness of companies, services and products. We build the right range of associations by mixing colors and textures based on your clients' expectations. The images created in the studio make you believe in them and follow them. Your client will distinguish them from thousands.
With every job we do, we try to be more useful to our customers and the people around us. We approach each project with professional awe and interest.
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We will be happy to develop for you:
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We'll mold, glue, make, draw, design. Everything that will make your business more successful and your customers happier.
Design is our life and work! Digimac design studio.
By 2020, the US alone is projected to spend $14 billion on digital advertising, an increase of 13% per year. This significant growth demonstrates the importance of digital channels for the segment, and competition for the attention of car enthusiasts is fierce. According to one of the largest portals Autotrader, more than 70% of young people cite technology and infotainment features as a must-have when buying a car, while 61% of buyers use videos to study features and disadvantages. The key to successful marketing is creativity to capture the customer's heartfelt feelings and be memorable.
In an effort to attract millennials and move away from its "outdated" image, Chevrolet launched the #BestDayEver campaign. The ad featured actors such as Alec Baldwin and Olivia Wilde occupying college classrooms as substitute teachers, while entertainer Kelly Clarkson hosted a luncheon for new mothers. To promote the campaign and increase brand awareness, Chevrolet partnered with Youtube to host an eight-hour live event hosted by Jon Dore/Garfunkel and Oates, who provided updates throughout the day. “We needed to create situations that would grab (and perhaps shock) people's attention, engage consumers and open the door to future relationships,” says a Chevrolet spokesperson. The campaign was a huge success: the hashtag #BestDayEver received 1.5 billion impressions in in social networks, while the live broadcast from YouTube was watched by 3 million people, and 75% of participants were under 35 years old.
Conclusion: such influence in brand promotion, when used correctly, can be very useful. Additionally, launching on a significant day (such as April Fools) 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 concerned about the recent redesign of its major models. To achieve this in the Canadian market, Ford held live events that encouraged consumers to try activities such as ax throwing, mechanical bull riding and MMA fighting. The live events also featured major vehicle models from Ford's website for visitors to see and test drive. To promote the Try More campaign, advertising was launched on social media and 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 itself to be a fun and innovative brand while showcasing its core product – the car.
On Valentine's Day, Ford aimed to attract viewers to their prank video by using a college girl as the driver to address the cliché that women are not very good. To achieve this, they partnered with an agency that recruited young actors to audition for a new dating show and meet the "star" of the show who would be chosen later. Unknown to the participants in one of the best car advertisements, the “star” was a fiction, and the ride in a Mustang was just a prank with hidden cameras. At first, the stunt driver pretended to try to control the car. The campaign was very successful and the video went viral, gaining 12.8 million views on Youtube.
Conclusion! To attract an audience, sometimes it's worth tapping into social issues and crafting a campaign around a preconceived notion—in this case, the fact that women aren't very good drivers. Using video is also a smart and fun way to convey a message in a way that words cannot.
Porsche – “Virtually Porsche”
Porsche has launched a virtual reality experiment for its customers in the US to introduce them to the new Panamera 4 electric hybrid and its technological capabilities. Using VR, the application demonstrated the filming process and the experience of working with technology and car enthusiasts.
Recognizing the fact that not everyone had access to VR technology, Porsche's marketing team created a limited edition of 5,000 Google Cardboard units for viewing best advertising car under the Porsche brand. Each of the gadgets was covered in faux leather, reminiscent of the models' stylish interior leather, and had a scannable code to easily direct people to the app. Therefore, when viewers placed their smartphones in a special panel, they immediately had 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 actual 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 opportunity to put people in their cars without actually physically having them. As these grow in popularity for the automotive industry.
An effective marketing campaign uses all the tools and capabilities to make it successful. Companies that aren't afraid to try new things often see a lasting and positive impact on their brand. Creating buzz, 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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