It is predicted that by 2020 the US alone will spend $14 billion on digital advertising, which is 13% per year. Such significant growth demonstrates the importance of digital channels for the segment, and the competition for the attention of motorists is very fierce. According to Autotrader, one of the largest portals, more than 70% of young people cite technology and infotainment as must-haves when buying a car, while 61% of buyers use videos to learn about features and disadvantages. The key to successful marketing is being creative, capturing the client's truest feelings and being memorable.
In an effort to attract millennials and move away from its "outdated" image, Chevrolet launched the #BestDayEver campaign. The commercial featured actors such as Alec Baldwin and Olivia Wilde occupying college classrooms as substitute teachers, while entertainer Kelly Clarkson hosted a dinner for new moms. To promote the campaign and increase brand awareness, Chevrolet partnered with Youtube to host an eight-hour live stream of events hosted by Jon Dore/Garfunkel and Oates, who made updates throughout the day. “We needed to create situations that would capture (and perhaps shock) people's attention, engage consumers and open the door for future relationships,” says a Chevrolet spokesperson. The campaign was a huge success, with the hashtag #BestDayEver garnering 1.5 billion impressions on in social networks, while the live stream from YouTube was watched by 3 million people and 75% of the participants were under 35 years old.
Conclusion: a similar impact in brand promotion when correct use can be very helpful. Also, launching on a significant day (such as April 1st) can offer a way to connect with customers. in the best possible way- using humor.
When Ford's "Try More" campaign was launched, its goal was to get consumers involved with the recent redesign of major models. To achieve this in the Canadian market, Ford hosted live events that encouraged consumers to try activities such as ax throwing, mechanical bull riding and MMA fighting. The live events also showcased key models from the Ford website for visitors to see and test in person. To promote the "Try More" campaign, ads were launched on social media and on television.
Conclusion! For a brand to reconnect with customers, it is important to take advantage of opportunities such as redesign or rebranding. Bringing out new design on sale through a range of creative activities, Ford proved to be a fun and innovative brand by showcasing its core product, the car.
On Valentine's Day, Ford intended to draw viewers into their video prank by using a college girl as a driver to address the cliché that women aren't pretty. To achieve this, they partnered with an agency that recruited young actors to audition for a new dating show and meet a later-selected "star" of the show. Unknown to the participants of one of the best car advertisements, the “star” was a fiction, and the Mustang ride was just a prank with hidden cameras. At first, the stunt driver pretended to be trying to cope with the controls. The campaign was very successful and the video went viral with 12.8 million views on Youtube.
Conclusion! To attract an audience, sometimes it is worth using social problems and develop a campaign around preconceptions – in this case the fact that women are not very good drivers. Using video is also a smart and fun way to get the message across in a way that words can't.
Porsche - "Virtually Porsche"
Porsche has launched a virtual reality experiment for its customers in the US to familiarize them with the new Panamera 4 electric hybrid and its technological capabilities. With the help of VR, the application demonstrated the filming process and the experience of working with technology and car lovers.
Recognizing that not everyone had access to VR technology, the Porsche marketing team created 5,000 limited-edition Google Cardboard devices to view the best Porsche-branded car ad. Each of the gadgets was wrapped in faux leather, reminiscent of the models' stylish interior skin, and had a scannable code to easily direct people to the app. Therefore, when viewers put their smartphones in a special panel, they immediately got a headset virtual reality. Among the spectators were influential people, supporters of Porsche and potential buyers. In the first month alone, there were 2.2 times more virtual test drives than real test drives at 188 dealers in the US alone.
Conclusion! New technologies present unique ways to interact with customers. The immersive nature of VR and AR gives brands the ability to put people in their cars without actually having them physically. As the popularity of these for the automotive industry grew.
An effective marketing campaign uses all the tools and possibilities to make it successful. Companies that aren't afraid to try new things often see their lasting and positive impact on their brand. Creating buzz, creating emotional connections and giving people something to talk about all play a role. Suggest your options for the most popular car advertising in the comments, and perhaps in the next review we will talk about them.
Depending on whether car ads are aimed at men or women, the ad emphasizes masculine or feminine elements. Consumers often "spice up" cars. For men, the car is usually feminine. For women - masculine.
The motives behind car advertising
The motives on which car advertising is based are quite diverse:
- owning a car - a dream come true, pleasant emotions;
– ownership of a particular vehicle – accessibility for all social categories or, conversely, only for the elite;
- a specific car is safety, comfort, strength, reliability, beauty, environmental friendliness, efficiency, etc.
Characteristics on which car advertising is built
Characteristics that are usually needed in an advertisement for a car for sale:
- brand,
- model,
- color,
- mileage,
- power,
- accessories,
– transmission (manual or automatic),
- engine,
– guarantee or insurance,
– price and terms of payment,
– name, phone number, (e-mail).
Keywords relevant in car advertising
- reliable,
- comfortable,
- economical,
- modern,
- retro,
- easy to park,
- eco-friendly
- effective
- powerful
- safe,
- roomy
- solid
- sports,
- respectable.
Automotive advertising is often based on emotions. Therefore, bright colors, informal balance, diagonal lines will be appropriate in it. In family models, it is worth demonstrating traffic safety (belts, pillows, etc.)
An example of non-informative advertising
An example of "talking", non-informing advertising:
Work for yourself!
Family of cars "Gazelle"
Now such a life. Gotta spin, gotta turn!
If If you don't get lucky, someone else will.
If you have arms, legs, a head on your shoulders, please, you will not be poor.
And if you are a “burdock”, then you will miss what is swimming right into your hands!
GAZ - Russian cars
Additional Information:...
Examples of detailed, information-rich advertising
There are many people with big money
who want everything in the world to remain as it is.
But is this enough for success?
After all, time dictates its conditions.
It is no coincidence that the new BMW 7 series has appeared right now. The world is changing, globalization is becoming the main sign of the future, these changes are being felt in Russia as well. New car The BMW 7 Series, which features 35 world-class technical innovations, has become a symbol of this turning point. iDrive and Dynamic Drive - these innovations are hard to overestimate. The same can be said for the first eight-cylinder V-twin engine with Valvetronic and the first six-speed automatic transmission with an electric shift system. Thanks to high technology, the BMW 7 Series, despite its impressive size, is exceptionally dynamic. But not only technical innovations make this model unique. The new BMW 7 Series not only enjoys well-deserved success and recognition around the world - it creates new ideas about the status, prestige car for the true elite of society. This car perfectly demonstrates the worldview of people of modern times.
Dealer locations:...
BMW. Driving pleasure
An unforgettable ride behind the wheel of the BMW 7 Series.
Try the best.
New BMW 7 Series.
A unique opportunity: a long test drive in an executive class sedan, a leader car that embodies prestige and emphasizes your high position in society. The instant success of the new BMW 7 Series in Russia has led to an active demand for test drives in showrooms. official dealers. In order for you to be able to get acquainted with the flagship of BMW in a calm atmosphere and at a convenient time for you, we have created a special program. After all, a truly versatile test drive should take place without haste ...
You will have enough time to enjoy the fantastic dynamics that the advanced Valvetronic technology gives you, following a special route. Enjoy smooth engine operation, sharp acceleration and amazing acoustics - qualities that, along with a 14% increase in power, characterize the new generation of BMW engines. Enjoy the power of the 333-horsepower engine. The combination of the brilliant qualities of the new BMW 7 Series will allow you to experience an unforgettable test drive pleasure.
New BMW 7 Series. A new philosophy for your life.
Most people perceive their own car as a means of transportation, sometimes a luxury item. But not everyone thinks that the machine can be profitable. And passive. To do this, it is not necessary to sit behind the wheel for days, work in a taxi, deliver various kinds of goods, etc.
Increasingly, in Russia you can find vehicles on which various advertising and marketing offers. Wrapping a car really gives its result for the popularization and recognition of the brand.
Someone might think that these are cars owned by companies and brands whose advertising is applied to them. Some may indeed be directly related to the firm or organization. But also advertising printed on a car is a new income that is gradually spreading in Russia.
The benefits in such conditions are mutual. The advertiser receives a mobile vehicle bearing his slogans, brand name, images of specific products, thereby actively disseminating information. The car owner himself receives material benefits from this. Moreover, the amounts under the contracts can be quite impressive. He does not have to travel around the city on purpose, as long as advertising works. For active car users, this is not necessary.
Where is the ad placed?
Posters, stickers and other variants of images of advertised products or services are always applied in such a way that they do not contradict safety rules. That is, they should not block the driver's view.
Stickers can be applied to almost all stationary elements vehicle. The only exceptions are windshields.
Basically they prefer to paste over:
- hood;
- doors;
- body;
- side parts;
- back glass.
Some prefer to touch only one element, decorating it with advertising. Others order a complex set, and then, in fact, the entire machine becomes mobile. billboard. Whichever side you look at, a potential consumer will always notice an advertisement.
How much can you earn
The amount of remuneration for a car owner depends on many factors. The main factors that affect payment are:
- vehicle type;
- vehicle dimensions;
- place of registration of the vehicle;
- year of issue;
- technical condition;
- brand;
- places where advertising will be placed;
- the number and size of advertising stickers;
- geography of car movement;
- the pricing policy of the advertising company.
The bigger the car, the more visible the ads. Advertisers also give preference to cars with registration in the region where the product or service will be promoted. Well-groomed cars in good technical condition are also a priority. The more prestigious the brand is, the more money will be offered to the car owner. Not the last role is played by the places where the driver will mainly move. The more densely populated the area, the greater the benefit to all parties.
It is difficult to say exactly how much this or that advertisement costs per car or per month. But you must understand that an advertising block on the hood or doors of a prestigious foreign car plying in the center will cost much more than a small sticker on the wing on one side, applied to an old VAZ, the main geography of which is the countryside.
The range of prices for a month of movement with advertising is from 3 to 15 thousand rubles.
How to advertise
If you want to make money with advertising on your car, you should not immediately run to companies specializing in this. It is important to understand that they have a lot of offers, and it is far from certain that the option with your vehicle will be optimal for them.
The best solution would be to throw your offer into several advertising organizations at once. Step by step further actions of the car owner can be described as follows:
- First, you should go to the websites of companies that have similar offers.
- Register, follow all the instructions provided by the organization.
- Be sure to indicate all the characteristics of the car, attach its photos.
- After that, the machine is entered into a special database.
- Sites usually offer options for ad units in which the company is interested.
- The motorist chooses those options to which he agrees.
- If the company approves your candidacy, you need to visit the company's service center directly on the machine.
- Advertising is applied in the service and a tracker (GPS) is additionally installed.
- When the term of the contract comes to an end, and the parties do not renew it, the stickers are removed free of charge in any convenient service of the organization.
Periodically, the motorist undertakes to send photos of his car. This is necessary so that the advertiser can assess the current state of the stickers and, if necessary, replace them.
Depending on which company the motorist chooses, the size of the remuneration itself largely depends.
Not everyone knows about this way of earning, and not every car owner will agree to such agreements. To attract drivers and somehow encourage them, many advertising organizations provide certain benefits. This can be for car services, free car wash, travel on toll roads on preferential terms etc.
By placing ads on a personal vehicle, a person can make good money on it. The main advantage here is that the way of earning is almost completely passive. You don't need to make any special efforts for this.
Many who work according to this scheme do not even change their habitual image life. They drive to work every day, take their kids to school, go to the region on business, run downtown on the weekends, and more. At the same time, a product or service is promoted in parallel, information about which is printed on the car, and the car owner is charged money for this. There are no problems at all in taking pictures of the car once a week.
Who to contact for advertising
There are several basic search options here:
- Ask friends and acquaintances. Surely there are those who have experienced this, or know who to contact.
- Search the Internet. The simplest, but also the most effective method. This will allow you to immediately select all organizations operating and represented in your city. Plus, the sites have the necessary information, terms of cooperation, contact details, etc.
- Chat with drivers whose cars have ads. Many of them will probably tell you where and how they received the relevant offer. If the driver is friendly, he will show the location of the office, share information about possible earnings.
As you can see, there are options. Don't forget the usual print mass-media and even banal announcements on poles. Start with the most obvious search methods while looking at other possible options.
In most major cities, there are at least a few firms that can offer you money for advertising. Moreover, these can be intermediaries in the form of advertising agencies, or the enterprises themselves or companies dealing with marketing issues on their own.
What are the requirements
To replenish your own budget with advertising on a personal car, it is not enough just to declare your readiness to wrap the car. Companies impose certain requirements, in case of non-compliance with which it is not worth counting on actually passive income.
Each organization has its own rules, in accordance with which the implementation of advertising on a car, truck or commercial vehicle. At the same time, there are several standard requirements that are relevant for almost every advertiser:
- The motorist is obliged to use his vehicle regularly. Behind the wheel does not have to be exactly him, if the car is a family one. The main thing is that the vehicle is in operation.
- The car must drive on those routes that are prescribed in the contract, and also be sure to visit certain zones agreed in advance. That's why it's important to choose the option that best suits a motorist's daily itinerary. If you live in the suburbs, work there, and according to the contract you need to travel around the center, the benefit from such earnings will be extremely doubtful.
- The vehicle must be kept clean and in good technical condition. Serious ones are not allowed.
- Stickers and used blocks must be in proper condition. You need to make sure that there are no scuffs, scratches, dents. As the stickers wear out, they can be replaced if the contract has not expired.
- According to the agreement, the car owner undertakes to periodically send photo reports on the technical and visual condition of the car, as well as advertising. It is also possible that the driver will sometimes have to visit the office of an advertising organization.
All additional rules and the requirements are prescribed in the contract, negotiated between the parties on an individual basis.
Companies engaged in this type of promotion usually have a solid fleet of vehicles. At the same time, each machine has its own role. If you need to promote agricultural machinery, fertilizers, seedlings and similar products, then the main emphasis is on the suburbs and suburban sections of roads that pass near summer cottages, farmlands, and agricultural enterprises. Car spare parts, wheels, repair services are promoted near car markets, car dealerships, parking lots, etc.
This allows us to state the following. It is not necessary to live in the city center or live in a large metropolis in order to earn money through car advertising. You just need to choose the appropriate advertising option that is relevant for the area in which you travel most of the time in your transport.
How long does pasting take
It may take no more than an hour to paste advertising on the rear window of a car. For a complex population of blocks, it takes 2 to 6 hours. Before installation, a thorough washing of the body is mandatory. This is required so that the stickers sit evenly, do not bubble and begin to move away after a short time.
It is not necessary to be in service center. Many companies offer to wait in the waiting room, drink coffee and watch TV, or you can go home or on other business, and when all the work is completed, return to pick up the car. The experts will let you know when they are done.
Here it is worth considering one important point. Applying stickers gives additional advantage motorist. Especially when it comes to the hood, wheel arches and windows. Such films are quite durable and resistant to wear. They do not harm the paintwork at all. On the contrary, the films protect the body and glass from chips, scratches and other minor damage. So in fact you get money and a free protective film on the body.
When the agreement expires, the service center will remove the advertisement, and after the film there will not even be any traces. From the standpoint of the safety of a personal car, this way of earning more benefits than just money.
What are GPS trackers for?
There are 2 main reasons.
- Work control. On the terms of trust, no one will pay money. After all, then a motorist can stick an advertisement, put the car in the garage for a month, driving several times to various locations for a photo, and then receive from the advertiser wages. To let the company know that their advertising on wheels really works and fulfills the terms of the contract, trackers are installed.
- Payment depending on the visited areas. Many advertisers have this principle. The more often the car is located in areas with a large concentration of cars and people, that is, in the center, for example, or directly near the required locations, the higher the payment. If the car will mainly stand in the yard, drive along country roads, where the number of potential audiences is minimal, then the fee will be lower.
How payments are made
There are several options here. But the specific payment method, dates and conditions for transferring money are discussed by the advertiser and.
Usually payment is made by bank transfer. Some pay in cash at the organization's office. If the car owner is an entrepreneur or entity, then the method of transfer to the current account is used.
There are also companies that can transfer electronic currency. Here the conditions of a particular company are already taken into account.
In exactly the same way, the date of calculation is discussed on an individual basis. Some people pay upfront, and the balance at the end of the month. But usually payment is received at the end of the month, when you can sum up the results based on the number of trips, locations that the motorist has visited during this time, and other points.
The question of taxation
There is an active debate as to whether it is necessary to pay taxes for applying various advertising on your car.
Actually yes. Only they will have nothing to do with the car owner himself. All tax fees provided for payment individuals advertisers take over. That is, it is the company that ordered the wrapping of the vehicle that will pay the state part of the funds.
Therefore, the amount specified in the contract is net profit. No one will take part of the funds as taxes and, in fact, has no right. If the company reduces the agreed salary, referring to taxes, it is better to terminate the contract with it. This is just talking about dishonesty and dishonesty of the organization.
Who is in charge of advertising
Depending on the type of activity, interested in promoting their product or service, some companies may independently manufacture promotional stickers.
But in most cases, enterprises and organizations turn to advertising agencies that carry out a set of activities. The customer stipulates his requirements, gives certain tasks and sets goals for the agency. They design layouts with an eye to use when pasting certain types of cars.
If the project is fully approved, the search for advertising machines begins. Again, the company itself can search for car owners, how the product or goods are promoted, or advertising agency. In most cases, this is the second option.
Requirement for advertising permission
Motorists who are potentially interested in such earnings are worried about whether they need to obtain special permission if advertising is on their car.
In fact, it is forbidden for stickers to completely cover the rear window, block lighting devices. Nothing can be glued to the windshield.
There is a widespread myth that if the rear window passenger car advertising will show off, a serious monetary fine is due for this. And it continues to be actively imposed in 2019. If the view is completely blocked, there will be no headlights and a light sticker, the traffic police officer has no right to apply any sanctions against the driver.
Returning to whether it is legal when advertising is on a car, then in 2019 all the same standards apply that have become relevant since 2007. It was then that he gained strength new order Ministry of Internal Affairs, which canceled the order from 1998. It concerns the placement and distribution of outdoor advertising by means of vehicles. All these innovations of that time led to the abolition of the need to coordinate advertising with the traffic police.
Everything else is obliged to regulate the company that installs these stickers on the machines. No one will intentionally glue blocks in such a way that they violate the law or create a danger to drivers, passengers and other road users.
The main requirement relevant in 2019, which concerns outdoor advertising on vehicles, is the area occupied by such blocks. They should not cover more than 50% of the body. If so, then no additional permissions will need to be obtained. And even more so, no manipulations will need to be carried out by the car owner himself.
Advertising on a car is a fairly profitable way of passive income. Yes, you can't make a fortune doing this. But if you regularly drive a car on business, spend gasoline, wear out car components, then a couple of stickers will make it possible to at least exclude all expenses for maintaining and servicing the vehicle from the main family budget. Plus, there will be earnings on top of this amount.
To agree or not, everyone decides for himself. If you choose the optimal conditions for yourself, 5-10 thousand rubles will definitely not be superfluous.
As you know, advertising modern world is also a kind of art - sometimes more money is spent on shooting a small video than on one episode of a popular series. Recognized leaders in the field of quality advertising are. They can afford to allocate huge budgets for the consciousness of short commercials, knowing that they will fully return to them - if not in the form of sales, then in the form of positive reputation and widespread discussion. Therefore, creative car advertising deserves the attention of not only specialists, but also ordinary viewers who want to know Interesting Facts or laugh at the subtle humor embedded in her scenes by the creators.
world leader
Winged Engineers
However, Volkswagen's "arsenal" includes not only shocking, but also funny car advertisements. One of them is dedicated to the exclusive, issued by the concern. A father and daughter are driving in a Volkswagen when the father notices that the odometer has exceeded 100,000 miles. The daughter is not at all delighted with this, but the father says that every time a Volkswagen car travels such a distance, wings grow on the German engineer.
Next, we see the comical situations that occur at the Volkswagen plant - the engineers really have wings, but they grow at the most inopportune moment. To which the girl replies - apparently, when the car travels 200 thousand miles, a rainbow shines below their backs. And indeed ... Advertising tells us that most of the cars in the world whose mileage exceeds 100 thousand miles are produced by Volkswagen.
Motorsport classic
Of course, it has already been proven that the use of sports images is not the best advertisement auto, given the universal and reasonable use of resources. However, there are firms of the “old school” that do not want to deviate from the dynamic image of their cars. Accordingly, such entertaining videos are obtained.
Thoughtful randomness
I took advantage of the popular plot basis in the form of a “flashmob”, that is, events according to a pre-compiled plot, which from the outside looks like a coincidence. At the roundabout in major city traffic was blocked, witnessed by dozens of people. Five red BMW M235i drove into the circle, which were at an equal distance from each other. Traffic control girls stood at each entrance and held up the "Stop" signs.
Professional pilots, who were seated, performed a truly bewitching dance, the figures of which are difficult to follow even on video. People stood with their mouths open and filmed what was happening on cameras mobile devices. The action lasted about two minutes - before the audience had time to come to their senses, the fences were removed, the girls got into cars and, joining the drivers, drove off into the distance.
Call of the race track
And here new advertisement Porsche Cayman GT4 will only be understood by true motorsport fans. Strange signs and inscriptions appear in different parts of the city - on the pavement, in the parking lot, on the garage door. Seeing them, people lower their voices and quickly move aside, taking their children and relatives away. At the same time, a fuzzy silhouette of a sports car is always in the field of view.
Everything is explained very simply - these inscriptions are part of the canvas of the Nurburgring race track, painted during the largest rock festival Rock Am Ring. Finally, we see the car itself, which is the main character of the video - a bright yellow Cayman in a special GT4 racing package. The voice-over explains to us that his driver does not need to pay attention to public opinion or other conventions, because the main thing is the incredible sensations that she gives people.
Creative and big budget
However, the car's most expensive advertisement was filmed, which used a realist style. After watching the video, you will be surprised at first - can it really cost more than 6.2 million dollars? However, one has only to imagine how the shooting was carried out, and how many takes were made until the desired result was obtained, as the question completely disappears.
Honda marketers have created a unique mechanism in which the parts of the Honda Accord, located in a certain order, interact with each other. As a result, the movement, which began with a small gear, drives the suspension springs, and the electric fan, and even the speakers of the audio system. The result is the lowering of the podium on which the Accord station wagon stands, and the unfolding of the flag with the name of the model. Such car ads seem unremarkable, but you want to review it many times so as not to miss the smallest details.
commercial art
Of course, car ads look much better than all the commercials that are played daily on major TV channels. However, even in it, only a few videos have creativity. In addition to the mentioned companies, the leadership in this area belongs to the following companies:
- Chrysler;
- Tesla;
- KIA/Hyundai.
