Car companies love to market around feelings. For many of them, the marketing is not about the mechanical details or the price, but about triggering the feelings you want to have when you’re driving a car.
Mazda and Fiat both use the word “passion” in their slogans. Hankook Tires’s is “driving emotion.” Subaru has used “Think. Feel. Drive.” Honda used “the power of dreams.” BMW: “Sheer driving pleasure.” Etc.
But the idea alone doesn’t make these emotional pleas effective marketing. Regardless of how solid the tactic is, success is all in the execution.
And that takes top-notch creative.
The creative is the soul of the marketing. As important as it is to target, build a list and track ROI, it’s the creative that puts you in a position to win the sale.
You don’t feel the “sheer driving pleasure” just because BMW tells you to. The words alone won’t even get you out for a test drive. But the creative around the campaign ... that can make you feel it.
Brilliant creative will drive you right to the dealer for that test-drive, and then right to the bank to find a way to afford it.
Creative is the theme of this issue. And that’s why we’re covering a few car companies in it, including a cover story about Mercedes’s rebranding and a case study on Audi’s brilliant partnership with Airbnb.
Car makers are a good place to look for creative inspiration. What they sell may not relate to what you do, but if your creative can get a person to feel emotional about a 2 ton hunk of metal, you can get them to do just about anything.
Whatever your creative has to accomplish, I hope the examples and ideas in this issue will help you get it there.