“That’s Not A Buick” Ads Drawing Praise From Scientific Community
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Do you like those “That’s not a Buick!” ads that have been running since spring? Reeks of an Oldsmobile ad from a different era, but the highers-up at Buick think it’s been a success. Now it seems there’s quantifiable proof!
According to Automotive News, Boston-based Innerscope Research Inc. used “consumer neuroscience” to gauge the effectiveness of one of these 30-second Buick spots. The results? “One of the highest overall levels of emotional engagement” they have ever recorded.
Back in October, 50 volunteers watched a Buick spot while Innerscope collected “biometric signals” such as changes in heart rate, breathing patterns, and visual tracking “to reflect the respondents’ emotional response throughout the [Buick] spot.”
Innerscope measured the “engagement trace,” or the moment-by-moment response. On a 100-point scale, a response of 65 or higher reflects an emotionally engaged viewer, but volunteers had a response that “soared into the 80s.”
The ads were created by Leo Burnett. Innerscope wasn’t commissioned by Buick for the research.
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The reason it works is that Buick is refining its vehicle assortment yearly and rather than continually throw out lots of new time untested new product , say like Cadillac . The buyers are responding to Buick’s efforts to gain their satisfaction . The latest buyer satisfaction poll shows Buick as number 6 in the top ten . The only GM division to make the top ten and this division is becoming the benchmark for the company ……Congratulations BUICK !!
Cadillac ought to hire this guy. Best auto ad on the air