|What was BMW thinking?|
Who does it best, and who does it the worst? Well, Lamborghini, Ferrari, and Pagani have had similar strategies this year; unveiling their supercars one small teaser picture or video at a time. Each information or image leak would be meticulously calculated to reveal just enough to catch your interest, but not enough to not keep you waiting for the next clue. Aston Martin and Jaguar on the other hand, decided to just completely surprise us with this weeks unveilings of the Virage and the breathtaking XKR-S. Both strategies work, and they definitely do not annoy or alienate any existing or potential customers.
|How to get 95% of England|
to hate Audi.
Another great example of a disastrous marketing campaign is Nissan's recent promotional stunt involving the GTR. Although they've done a fair job at making Porsche look bad on the Nurburgring with (later on admitted) false lap times, this time they've really made a hash of things. Yesterday publicized a video of two blondes in a GTR, driving around Germany in search of 911 Porsches. Once they found a 911, they placed a static adhering see through plastic shield on the front windshield, giving off the impression that a GTR was driving away in the far distance. Clever? Not quite, as it would annoy the Porsche drivers, known to be exceptionally brand loyal, and quite literally make them hate Nissan for vandalizing their Porsches.
My advise for the failing marketing teams? Keep it simple. When I think of my all time favorite car commercials, the following two clips immediately spring to mind.
- E39 BMW M5 filming the fastest car in the world. It's witty, unexpected, and impressive. The end of the clip shows a dusty black M5 with the caption: "The fastest saloon car on the planet." Now that's a commercial. Here's the link: M5 Land Speed Record Commercial
- Lamborghini Miura. Although not an official commercial, the opening scene of the original Italian Job was in my opinion the only thing that kept Lamborghini from bankruptcy during the 70's. Here's the clip: Opening Scene of the original Italian Job (1969) Enjoy the elegant 1970's Italian music!