Buick’s advertising chops have been credited with helping the automaker expand its reach and bolster its position in the United States market after years of slumping sales. Though, Buick also quickly embraced the crossover fad, which has become an ever-increasing market in the U.S., too.
The latest Buick ads haven’t come from massive creative campaigns or anything of the such. Instead, they’re from Google’s latest beta software called Director Mix, The Drum reported. Global digital agency Isobar teamed with Buick to create the new ads, which are basic 15-second videos created from core creative to capture shoppers’ attention.
The ads simply feature the 2018 Buick Regal GS, Regal Sportback and Regal TourX b-roll video with feature highlights atop the video. Buick is the first automaker to utilize the new tool in a national advertising campaign. We won’t see these spots flood television airwaves, but instead, they’ll find their way to online in some fashion. The videos are meant to reinforce key features and benefits of the Regal GS, Sportback and TourX that are of most importance to shoppers within a particular segment.
For example, the Regal GS banner talks about the car’s 310-horsepower V6 engine, while another highlights Apple CarPlay and Android Auto capability. The regular Regal Sportback talks of its available moonroof, and the TourX highlights standard all-wheel drive.
The key to the software is the ability to create campaigns and videos that cater directly to what kind of content shoppers like and what they’ve been watching online. It also keeps agencies from having to create multiple video campaigns, and the core creative can be applied in numerous ways for greater scale than before. Thus, the ads can be more personalized than ever.
And of course, the standard Buick jingle is present and accounted for in each of the videos. Have a look at one up above.