The fun is just beginning for data crunchers following Super Bowl 51 and its host of advertisements. Now is the time to measure how effective ads were in swaying audiences and to see if the millions of dollars were put to good use.
Thankfully, Buick showed signs of life with a very young crowd. “PlayOn!” surveyed a panel of high school students over each of Super Bowl 51’s ads and Buick walked away with the most awareness and favorability gained among teenagers.
Specifically, 46 percent of teens had neither positive nor negative feelings regarding the Buick brand. But, after the advertisement featuring Cam Newton and Miranda Kerr, three of out of four teens reported positive feelings towards the brand. It was named the most significant in swaying a teenage audience among the host of Super Bowl commercials.
Similar success was seen in 2016 during Super Bowl 50; Buick saw a major uptick in internet traffic following its ad spot introducing the 2016 Buick Cascada.
Comments
If their intent is to reach teens then well done. If not…
Hopefully they will remember it in 60 years when they might buy one.
Yeah. I’m calling BS. Not on you but on the notion that Buick reaching teens is a good thing. A Chevy version of this ad (Bolt, Trax — ‘That’s a Chevy?!?’) would have far more relevance to teens.
Put a grand national in the production line see the teens interest then.
No one under 20 knows what a Grand National is, and they aren’t going to impressed by a 30 year old car when they Google it.
They’ll want something for their generation, not a hand-me-down from someone else’s generation. They simply don’t have the same emotional connection to that car that older people do.
Miranda Kerr registered well with my teenagers …
I was involved in a major research project about 10 years ago to determine how long it takes to build brand preference in the automotive industry.
The result? More than 10 years.
So if you want 30 year olds to buy your brand, they must WANT your brand when they are 15-20.
For this reason I think they are “doing it right”. Focusing on who is going to buy in the next 60 days to 1 year, like companies traditionally do, is short sighted for the auto industry. If you want to build a brand and preference, it takes a lot of time to do that… so Buick is “doing it right”.