Automotive - Vehicles

Cars, trucks, motorcycles, both brand and model advertising.

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2000 SILVER

Isuzu: No Cars

In early 1998, in the face of three years of sales decline and strong brand competition, it was clear that Isuzu needed to address its lack of a clear and unique brand identity. The "No Cars" campaign was based on the simple consumer insight that the difference between Isuzu and other automotive brands is that Isuzu only makes SUVs. The campaign carved out a unique brand identity for Isuzu as an SUV specialist, improved attitudes towards the brand, and brought about 12% increase in sales.

Brand: Isuzu
Client: American Isuzu Motors, Inc.
Agency: Goodby, Silverstein & Partners
Language: English

2000 SILVER

Aspiration

Acura competes in the highly competitive luxury car segment. The Regional campaign was highly aspirational, consciously designed to "move the Brand up". Both sales key Allison-Fisher numbers (e.g., Buying Consideration, Intentions and Share of Shoppers) increased strongly versus base-period levels.

Brand: ACUVUE
Client: American Honda Motor Co.
Agency: Suissa Miller Advertising
Language: English

2000 BRONZE

Camry Solara-Now It's My Turn

The "Camry Solara. Now it's my turn!" campaign capitalized on the desires of Leading Edge Baby Boomers to own an expressive personal luxury coupe. The sophisticated tone and imagery evoked an emotional appeal that the target audience could directly relate to, and presented Camry Solara as a tempting reward for achievements. The advertising re-affirmed their belief that if was their turn to indulge themselves, motivating them to purchase a Camry Solara.

Brand: Toyota
Client: Toyota Motor Sales USA, Inc.
Agency: Saatchi & Saatchi LA
Language: English