Buick’s ‘Landing’ commercial has been recognized as the 2013 Luxury Campaign of the Year by global information and measurement company Nielsen’s in its eighth annual Automotive Advertising Awards.
The ‘Landing’ ad features a family returning home from a vacation where the climate was warm and sunny. As their plane approaches the landing strip, they see they’re frosty and snow-covered Buick Enclave sitting in the parking lot. Using the MyBuick app to access OnStar’s Remotelink through his smartphone, the father remotely starts the enclave, activating the heated seats and climate control so the family can arrive to a warm car in the frigid parking lot.
“We’re highlighting some great and unexpected features available across the Buick lineup,” said director of Buick marketing, Sandra Moore. “The Enclave recorded its best-ever sales in 2013, so it’s very rewarding to see our messages resonating with consumers and we’re honored to receive this Nielsen award.”
The Luxury Campaign of the Year award is based on results from Nielsen’s national TV ad effectiveness surveys. Taken into consideration is the ad’s ability to be recalled, have correct brand association, have the message or call to action remembered and to be well liked. The results are specific to viewers in the 25-54-year old age demographic with a household income of $75,000 or above.