Although much focus has been on Cadillac and its turnaround, the more present success story points to Buick. Not only has science confirmed its advertising effectiveness, but now Ace Metrix, an advertising, TV and video analytics company, has ranked the brand in second place, only behind Mercedes-Benz, according to Automotive News.
Much of Buick’s advertising has been focused on breaking its past, facing its stereotypes right in the eyes, and knocking them away with whimsical, upbeat Matt and Kim music, witty commentary and utter disbelief the product portrayed is indeed, a Buick.
Currently, Mercedes ranks at the top with an “Ace” score of 593, while Buick trails by only six points.
Ace Metrix scores every national television ad across 96 categories to create a comparative database. Then, a unique panel of at least 500 consumers, representative of the U.S. TV- and Internet-viewing audience, scores each ad in the same manner. The results are then provided on a scale from 1 to 950 on creative attributes such as persuasion, likability, information, attention, change, relevance, desire and watchability.
And apparently consumers quite like what Buick is doing.
Buick has also focused heavily on NCAA campaigns, making advertising connections with college athletics recently to open itself to a new audience.
It should only be a matter of time before consumer grab a glance at the 2017 Buick LaCrosse and understand that it to is also a Buick.