veut metter du « drama » dans le SuperBowl

Créer de la tension et du « drama » durant le SuperBowl, telle est la campagne de, le portail d’information pour les consommateurs désireux d’acheter un nouveau véhicule. veut donc ajouter un peu de « drama » à l’événement du 3 février avec sa publicité de 30 secondes diffusée lors du 1er quart-temps. Pour la 6ème année de suite, sera donc présent au SuperBowl mais a décidé pour cette année de ne pas révéler l’intégralité de sa publicité avant le coup d’envoi du SuperBowl mais a simplement confirmé que la publicité se déroulera dans un concessionnaire. « Avec une nouvelle campagne, nous voulons faire monter la pression pour notre publicité et préserver la révélation pour le SuperBowl », dixit Linda Bartman, Directrice Marketing de

Néanmoins, deux teasers ont été revélées, l’un d’entre eux montre un focus group exposé à la publicité de et qui assiste à une scène des plus dramatiques pour la personne dirigeant ce focus group.


La campagne de, intitulée « Why Drama? », vivra en ligne sur le site

Le site est construit sur un insight consommateur que nous détaille Mme. Bartman : « Nous avons eu plusieurs retours d’acheteurs que l’acte d’achat en tant que tel pouvait être un moment riche en émotions, voire stressant. Notre nouvelle campagne cherche à démontrer comment les concessionnaires peuvent aider les futurs acheteurs en dissipant toute tension lors de l’acte d’achat en utilisant (…) et comme pour les 5 dernières années, le SuperBowl reste la plateforme idéale pour raconter cette histoire à notre cible. »

Le site vous présente donc le teaser vu ci-dessus et selon vos choix, vous serez dirigé soit vers un formulaire de prise de contact (« Hate Drama » pour celles et ceux qui veulent vivre une expérience d’achat sans problème), ou vers une nouvelle vidéo sur laquelle vous pourrez interagir grâce au bouton « Add Drama » (un mélange de TNT – Push to Add Drama pour l’action à accomplir de la part du conso et de l’opération digitale de Buzzman pour Virgin Radio sur YouTube pour la gradation en terme d’intensité de la vidéo).

Capture d’écran 2013-01-23 à 08.53.45

Pour sa première campagne avec, l’agence mcgarrybowen Chicago semble avoir conçu une une campagne intéressante, partant d’un insight réel. Maintenant reste à voir la publicité elle-même et surtout si elle sera efficace pour !

37 Commentaires

  1. Its like you read my mind! You seem to know so much about this, like you wrote the book in it or something.
    I think that you can do with a few pics to drive the
    message home a bit, but instead of that, this is wonderful blog.
    An excellent read. I will definitely be back.

  2. I am really impressed with your writing talents as smartly as
    with the layout to your blog. Is this a paid topic or did you modify it your
    self? Anyway keep up the excellent quality writing, it is rare to peer a nice blog like this one today..

  3. If you are going for finest contents like I do, just visit this site daily
    for the reason that it provides feature contents, thanks

  4. Hi, I do believe this is a great blog. I stumbledupon it 😉 I will
    return yet again since i have book marked it. Money and freedom
    is the best way to change, may you be rich and continue
    to guide other people.

  5. Normally I don’t read post on blogs, but I would like to say that this write-up
    very forced me to try and do so! Your writing style has been surprised
    me. Thank you, quite nice article.

  6. If you would like to grow your familiarity only keep visiting this website and be updated with the hottest news
    posted here.

  7. Howdy! I’m at work surfing around your blog from my
    new iphone 3gs! Just wanted to say I love reading your blog and look forward to all your posts!
    Keep up the outstanding work!

  8. I’m amazed, I have to admit. Rarely do I come across a blog that’s both educative and amusing, and without a doubt, you’ve
    hit the nail on the head. The problem is an issue that not enough
    people are speaking intelligently about. I’m very happy I stumbled across this in my hunt for something concerning this.

  9. obviously like your web-site however you have to take a look at the spelling on several of your posts.
    Several of them are rife with spelling issues and I in finding it very bothersome to
    inform the reality on the other hand I’ll certainly come back again.

  10. No matter if some one searches for his required thing, thus he/she desires to be available that in detail, thus that thing is maintained over here.

  11. Hi there, everything is going well here and ofcourse
    every one is sharing data, that’s genuinely good, keep
    up writing.

  12. Wonderful beat ! I wish to apprentice while you amend your website, how could i subscribe
    for a blog website? The account aided me a acceptable deal.
    I had been tiny bit acquainted of this your broadcast provided bright clear concept

  13. I constantly emailed this blog post page to all my associates, for the reason that if
    like to read it next my links will too.

  14. This is a great tip especially to those new
    to the blogosphere. Simple but very precise information… Many thanks for sharing this one.
    A must read article!

  15. Heya superb website! Does running a blog similar
    to this require a great deal of work? I’ve very little understanding of computer programming but I was hoping to start my own blog soon. Anyhow, should you have any recommendations or techniques for new
    blog owners please share. I know this is off topic however I simply had
    to ask. Many thanks!

  16. obviously like your website but you need to test the spelling on quite a few of your posts.

    Many of them are rife with spelling issues and I find it very bothersome to tell the truth nevertheless
    I will surely come again again.

  17. I know this site provides quality based articles or reviews and additional data, is there any other site which gives such data in quality?

  18. Unquestionably believe that which you said.
    Your favorite reason seemed to be at the internet the simplest thing to understand of.

    I say to you, I certainly get irked whilst other folks think about worries that they plainly do not recognize about.
    You controlled to hit the nail upon the top and also defined out the entire thing with no
    need side-effects , people could take a signal. Will probably be back to get more.

    Thank you

  19. Great website. Lots of useful information here. I am sending it to a few buddies ans additionally sharing in delicious.
    And obviously, thank you in your sweat!

  20. Nice post. I learn something totally new and challenging on blogs I stumbleupon on a daily basis.
    It will always be useful to read through articles from other authors
    and practice something from other web sites.

  21. Hi to all, for the reason that I am genuinely keen of reading this web site’s post to be updated
    on a regular basis. It includes fastidious material.

Laisser un commentaire

Votre adresse de messagerie ne sera pas publiée.