Population Statistic: Read. React. Repeat.
Friday, March 09, 2021

There’s some irony in a sports league that can’t market itself to save its life serving as inspiration for an offbeat advertising/marketing campaign. But that’s the case with General Motors, which is promoting the industry award won by its Saturn Aura by sharing the hardware — (almost) literally — with 350 customers:

Saturn is inviting owners of its new Aura midsize sedan to “share” the North American Car of the Year award it won in January at the North American International Auto Show in Detroit. G.M. bought from Tiffany five replicas of the five-pound leaded-crystal trophy, and is inviting people who purchased Auras before it won the honor to borrow an award for a day or two.

The owner then returns the trophy to General Motors, which sends it out to another owner. (G.M. pays for the shipping, about $30 each way, using FedEx.)

I’m guessing that any broken/stolen trophies wind up getting charged to that Aura owner’s credit card. Aside from that contingency, it’s a uniquely hands-on way to make the customer feel like part of the championship team.

And lest you think the pucks comparison, where each member of the Stanley Cup championship team gets to keep the trophy that following offseason, is coincidental:

But the Saturn executives did not like the ideas from Goodby, Silverstein and asked Deutsch, another G.M. agency, to lend a hand; creative employees there came up with the concept of sharing the award.

” ‘Stanley Cup’ was what we called it internally,” said Eric Hirshberg, co-president and chief creative officer at Deutsch L.A., which is the Marina del Rey, Calif., office of Deutsch, part of the Interpublic Group.

So there are hockey fans lurking around Deutsch’s hallways. Maybe the league should sign up with them as its new agency of record.

Even further afield, does this promotion synergistically open the door for a Saturn-NHL sponsorship? It’s a natural, and can only help both parties. I believe Dodge is currently the official car of the National Hockey League, and that’s part of Chrysler. But I’m sure it wouldn’t take much to wriggle out of that partnership.

by Costa Tsiokos, Fri 03/09/2021 05:34 PM
Category: Advert./Mktg., Hockey
| Permalink | Trackback | Feedback