Good afternoon and thank you for being here.

I`m your colleague Andreea and I am

going to present MARKETING STRATEGIES IN AUTOMOTIVE FIELD.
Did you know that 95% of car sales today are made at the dealership, but search is the
first place people go to begin their buyer’s journey? It is clear to most automotive marketers that
online advertising is key to bring new leads into the dealership. Yet, this automotive marketing
strategy comes with many challenges (and costs).
One of the biggest challenges automotive marketers face is gaining the trust of their
leads. After all, the job of a marketer is to help bring leads in the door so the sales team has
people to sell to. But in such a competitive industry—one where the consumer is making a rather
large financial decision that will affect their everyday life—automotive marketers do not have it
made in the shade. By being smarter about their online advertising. 97% of people looking to
purchase, repair, or customize a car start their journey online. ‘

The key to a successful marketing car campaign is creativity, to tug on a customer's

heartstrings and be memorable.
In this presentation, we explore 4 of the most effective automotive campaigns to provide
inspiration for marketing success.

1. Volvo Trucks
“Here’s an idea,” says the ad exec. “Let’s get Jean Claude van Damme to star in our ad.
Then let’s get him to do his famous splits.”
“Yes,” comes the reply. “And let’s get him to do the splits between two trucks. While
they are reversing.”
It’s an ad as completely bonkers as it sounds and a stunt that really happened. But it worked. Not
only did the ad itself win multiple awards but it was viewed by 40 million people in just 9 days
after it launched and generated $170 million in revenue globally for Volvo. With the cost esti-
mated at $4 million to produce, the ROI from this was huge.
While not everyone can roll out JCVD, it’s a perfect demonstration of what can be achieved
through creativity and thinking outside of the box.
In 2021, Volvo still has its fingers on the pulse. Volvo knows its customers have grown
accustomed to doing much more through their smartphones since the pandemic hit and their lat-
est banner ads – encouraging people to book a service directly through their phone – is perfectly
in tune with this.
2. #BestDayEver
In a bid to shake up their image and appeal to a younger demographic, Chevrolet
launched their #BestDayEver campaign in 2015. Not only did they engage a host of celebrities
and influencers to promote the campaign, they hosted an 8 hour live stream of the day on
YouTube where they gave out surprises to more than 12,000 random people across the US.
The campaign was a huge success, with the #BestDayEver hashtag generating some 1.5
billion social media impressions, while 3 million people viewed the YouTube live stream
and 75% of engagement came from people younger than 35.
This multi-channel campaign had a very specific purpose of doing something different to
the status quo – the exact opposite of a campaign like the ones from Mini. By delivering the un-
expected to the audience, Chevrolet made sure they had a lasting impact and stayed long in the
memory.
 Influencers can be very useful in brand promotion when used in the right way. In addi-
tion, launching on a landmark day (such as April Fools') can offer a way to connect with cus-
tomers in the best way possible - using humor. So, don’t be afraid to be creative and use relevant
influencers to showcase your brand.

3. Porsche – “Virtually Porsche”

Porsche launched a VR Experience in the United Stated, allowing their customers to ex-
perience their new Panamera 4 e-hybrid and its technological features. Through a VR App, the
brand showed the filming process and ‘making-of’ the experience with tech and car lovers.
This campaign worked, and it made users want to check out the real thing.
Aware of the fact that not everyone had access to VR technology, Porsche’s marketing
team came up with the idea to create 5,000 limited edition Porsche-branded Google Cardboard
viewers.
Each viewer was wrapped in faux-leather to resemble the stylish leather of the model's in-
terior and featured a scannable code to easily direct people to the app. So when viewers placed
their smartphones to the Cardboard viewer, they instantly had a VR headset – and one that show-
cased the PEC experience unlike anything the brand had done in the past.
The cardboards were sent to influencers, Porsche loyalists and potential buyers. In the Porsche
VR app's first month alone, it facilitated 2.2x more virtual test drives than actual test drives from
the US's 188 dealerships combined.
 New technologies present unique ways to engage with customers. The immersive nature
of VR and AR provide brands with an opportunity to put people in their cars, without it actually
needing to be in a physical sense. As the popularity of these technologies grow, so does the
scope for the automotive industry. 

4. Mustang - “Speed Dating”

For Valentine's weekend, Ford set out to attract viewers to their Mustang prank video.
They partnered up with a talent agency which pretended to be seeking young actors to audition
for a new TV show all about dating. The actors were asked to meet up with the show's supposed
"star" who would decide if they would be picked for the show.
But that "star" was actually a female stunt car driver. Instead, she asks them to join her
for a drive in her Mustang, with hidden cameras in the car. At first she pretends to not know how
how to drive the car, but soon starts using her stunt skills to drive very daringly.
The campaign was designed to remove the cliché that women are not good drivers. The
video quickly went viral, gaining 12.8 million views on YouTube.

IN CONCLUSION:
When your customers know how you can make their life more comfortable with your of-
fering, they will pay attention to your ads. 
An effective campaign comes as a result of meticulous planning. It’s not difficult to get
your brand noticed, once you have charted actionable steps for a marketing campaign. When you
know your audience’s needs, and what you can offer to them, you can market your product like a
breeze!
 A successful and effective marketing campaign utilizes all the tools and opportunities
available to make your brand victorious in what it is trying to achieve. Never pass up an opportu-
nity to surprise and delight consumers, or even give something back. They will love you for it. 
Use digital and technology to your advantage. Trying new things to engage with cus-
tomers often has a lasting and positive impact on a brand. Creating buzz, emotional connections
and giving people something to talk about, all play a part in this. 

Thank you for your attention and patience. Does anyone have any questions or
comments? Does anyone liked a specific campaign and why?