Audi trying to 'Break the Spell'

via youtube.com

This is one of the most well made car commercials I have seen in recent times. I love the way it is attacking all the marquee and established manufacturers at the same time. This ad is made for the US market where Audi appears to be the underdog; and everyone loves the underdog.

Audi is trying to position itself as the rebel which offers all the choices that their competitors are offering under one brand and without the stereotype. It basically is telling people that you are doing nothing but conforming to stereotypes if you drive the other cars; and this would reflect directly in the statement you are trying to make about yourself. As I said in my last post, it is all about making a statement.

This commercial is an excellent example of how one can throw an open challenge to the established players in a cluttered market and try to change the thinking of the consumers to force them to choose your brand.

Finally, I love the way the R8 pulls up in the street for the kid to drool at. I just wish it was not silver! ;)

Posted via web from Aditya's Blog

Marketing the Porsche Panamera

So what if you are one of the iconic brands of all time having produced products that have become objects of craving and all of a sudden you make something that seems quite hard to sell.

Now imagine this brand to be Porsche. Yup, even they can come out with a stinker of a car which is not exactly a dream to sell. The car I am talking about is the Porsche Panamera. It is by far the ugliest looking sports car I have ever seen! And it will take a considerable amount of booze for any designer to beat that in the ugly scale in the future.

So what does Porsche do? They turn to the marketing department and plead! The marketing department then try to figure out a way to make people feel that the Panamera IS actually a Porsche and it has been made the way it is, for a reason. So in comes its positioning as the first thoroughbred four-seater sports car.

The next step is to drill this positioning statement - Four, uncompromised - into the customer's head. And for this purpose, they have come out with an absolutely brilliant creative!

What do you have as your resource if you are Porsche? What will convince the customer about this being a Porsche? Maybe showing a FEW of the older path-breaking Porshces will do the trick? Just to be on the safer side, lets say, we show ALL of the 50 Porsche models ever made - together! Sounds great!

So off they went and gathered around every Porsche they could find and made something like a teaser first.

So it sounds and looks quite exciting, the prospect of seeing the finished product. Before you go ahead and see the finished ad below, I want you to think about the problem Porsche is facing marketing this ugly car again. You know they are serious when they are putting the weight and reputation of no less than 50 cars behind just one new car. They are pretty desperate!

The concept of the family tree is quite brilliant and so is the execution. However they could have done without the gimmicky CG animation. At times the ad looks like a computer game. But overall a good strategy to market what seems like an adopted child as one of their own.

Tell me what you think!

Posted via web from Aditya's Blog