Automotive - Vehicles

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

FILTER BY:

PROGRAM

1998 SILVER

Ford Expedition Launch The Only Way to Get There

The Ford Expedition has completed a successful launch campaign while achieving and, in many cases, surpassing its goals. In its first year, Expedition has already become the segment leader in image, sales, and share. The Ford Expedition has redefined the full size sport utility segment.

Brand: Ford Expedition
Client: Ford Motor Company
Agency: JWT Detroit
Language: English

1998 BRONZE

Park Avenue-on-Park Avenue

In 1997 Buick, launched the all-new redesigned Park Avenue aimed at building share of the domestic large luxury segment. Our challenge was to reposition Park Avenue as a luxury vehicle to capture a greater share of the segment and meet aggressive sales goals. Our solution stemmed from the insight that the glitz and glamour portrayed by other luxury vehicles represents '80's values. Today's consumer wants a different kind of luxury. The Park Avenue-on-Park Avenue campaign successfully elevated Park Avenue from its image as basic transportation to a luxury car by introducing the idea of under-statement as a new expression of luxury in cars and by using the street Park Avenue as a symbol of understated luxury.

Brand: Buick Park Avenue
Client: General Motors
Agency: McCann-Erickson Detroit
Language: English

1998 BRONZE

BMW CyberDrive

The BMW CyberDrive, a first of its kind Web event, was highly successful at drawing in the BMW consumer. The CyberDrive event breathed new life into the BMW Web site database as over 39,000 consumers registered in order to participate in the event. Analysis of these names verified that they were excellent BMW prospects; the CyberDrive guest book database has already proven to be an effective marketing resource for BMW.

Brand: BMW
Client: BMW of North America, Inc.
Agency: Fallon McElligott
Language: English