Ford has opted for a regional advertising strategy in key markets most affected by the pandemic, adding Southern California, Florida and Texas. Ford’s crusade is urging the United States to end strongly as the fitness crisis continues.
The content is king in the Super Bowl.
While the highlight may shine a little brighter in the few automakers that have to make a launch on the larger ad scene, brands deserve not to assume that just being there will suffice.
The 4 locations of General Motors, Jeep and Toyota will still have to meet if they want to make a mark on consumers.
In fact, with other people’s social estating due to the pandemic, the dynamics of how the game is perceived can replace this year. With Super Bowl nights crowded for many, consumers’ attention on classified ads can simply be even higher, as they don’t have “friends and distractions” to divert their attention from the screen, said Satya Menon, ROI Practice Director at Kantar.
Kevin Krim, CEO of the EDO analytics company, which can measure online search activity after classified ads are shown on television, does not believe that fewer auto brands will automatically result in a higher-than-normal increase in engagement.
Last year, 8 brands entered the Super Bowl fray and earned 8 spots. Knowledge of EDO revealed that the Super Bowl audience in 2020 was six times more likely to search for one of the advertised brands than other primetime shows.
“Creative content is so important,” Krim told Automotive News. “It will have to be the right combination of vehicle and a true, original and original logo message. And then, increasingly in recent years, you should do it with a celebrity or a very hot and very eye-catching concept.
Krim added that if a celebrity isn’t involved, an ad deserves to be “exaggerated in his images and music and all that. This is how you, like a particular automotive logo, can offer a truly effective creation in the Super Bowl. “
GM is taking the celebrity’s lead in its two ads with names such as Will Ferrell, Kenan Thompson and Winona Ryder and Jeep recruiting iconic singer Bruce Springsteen.
Krim said the Super Bowl was the most productive investment brands can make on television.
So why are players like Hyundai and Kia missing?
Hyundai has produced a series of well-received announcements over the years, last year’s fun ad “Smaht Pahk” with actor Chris Evans, who promorated the Sonata sedary generation.
While the logo is preparing to launch its redesigned Tucson crossover in April, it considered that it could provide the vehicle in a different way. Hyundai told Advertising Age, a sister publication of Automotive News, that it sought to make a primary and sustained effort for the Tucson through the distribution of its expenses over several months. According to the company, saving on a Super Bowl ad will cause the logo to put this strategy into effect.
“This was a resolution based on marketing priorities, the timing of upcoming vehicle launches, and where we felt it was more productive to allocate our marketing resources,” the Automotive News logo said. “Hyundai has a long and successful history in generating memorable Super Bowl commercials, adding consistently counterfeit ratings in USA Today Ad Meter and Ace Metrix, and we will definitely be back. “
Honda told Ad Age that their new vehicle unveiled this year was in line with the Super Bowl date, said Ed Beadle, American Honda’s assistant vice president of marketing.
Lexus, who has not given the impression in the game since 2018, said he would focus on virtual dominance this year. The luxury logo told Automotive News that it had had a “strong presence” on YouTube, which will attract attention. who see all the new ads.
Starting Sunday, Lexus will take control of the YouTube header on the site home page and the AdBlitz segment that serves as the hub for the latest Super Bowl content. . com, where they can set up models and locate a reseller.
The header will feature a new special edition of the brand’s “Names” and “Vanity Plates” ads for IS, highlighting “people who are completely their passions”.
“This leading investment on YouTube allows Lexus to succeed in his si goal en masse as it seeks to interact in cultural conversations that take a position around the Great Game,” the logo said in a statement. “For the new SI, Lexus is addressing his youngest and most varied visitor to date with a broad but deep campaign.
In addition, Lexus reported having pre-video ad slots in official NFL videos prior to Super Bowl weekend.
Audi, who was selling his electrified cars at the Super Bowl in recent years, has made the decision to leave.
The logo said that “looking to the future, we are very happy to represent the next bankruptcy in our historyArray . . . We have more to come. “
Volvo starts the Super Bowl discussion without running an ad. The logo is to generate engagement around the “Volvo Safety Sunday” campaign, which promises $2 million worth in cars if protection is noticeable. That raises the bar from $1 million last year.
To enter the contest, other people will have to stop at VolvoSafetySunday. com to set up a vehicle or respond to a small questionnaire that will make a recommendation. From there, participants choose “Try to Win This Volvo”, which gives them the opportunity to be chosen at random in case of safety.
Deb Gabor, CEO of Sol Marketing, a logo strategy consulting firm, said Volvo’s efforts to play with its protective reputation paintings here and stand out from the crowd.
Gabor said many car ads, in general, are indistinguishable, but believes Volvo’s effort is “innovative in its own way. “
Ford Motor Co. had sporadic appearances in the game and did not invest in a national place in the Super Bowl. This year, the company followed a regional advertising strategy aimed at key markets most affected by the pandemic, adding Southern California, Florida and Texas.
Ford’s crusade, instead of launching vehicles, is urging the United States to end strongly as the fitness crisis continues. The next five weeks. The call-to-action crusade will also be in Michigan and Missouri, where Ford said the company has a higher concentration of painters who cannot paint from home.
Mark Truby, Ford’s communications director, told Ad Age, “Of course, we may have only done national publicity,” but “we’re looking to make the money we have as much as possible,” referring to his efforts to make masks.
Kia, who defeated an 11-year-old boy in the Super Bowl, sent a message of conscience as Did Ford. Korean automaker said it will “expand its charitable projects for American youth. “
Gabor said consumers don’t find it easy for the brands they buy to show them their values and beliefs.
Gabor said the pandemic, the resurgence of the motion of social justice following George Floyd’s death in police custody in May, and a much-contested presidential election have only accelerated this trend.
“It’s a very divided audience,” Gabor said.
Gabor believes it is imaginable that automakers who have invested in locations may get a greater “participation in the mind” than they would normally get, but there are no guarantees.
“Remember that everything about how other people consume this and how they interact with the Super Bowl as a cultural phenomenon is absolutely different this year,” Gabor said. “I’ll be interested to know what those effects look like. “
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