Random Car Ad Question

prettygurrly

I had no idea where to put this so after hours it is!

I'm writing a speech about the psychology behind the new Renault ads that are on the radio and tv...essentially the "learn to live again" ads - you may have heard of them. As an example of an ad that doesn't do so well in selling its product there is a car being advertised which doesn't seem to appear in the ad at all and at the end you only know it's a car ad because they flash up the symbol of the car...so my question is...what car ad is that?

Thanks in advance!

p.s. google and youtube searches are proving fruitless...

SEPT 23 1989

opel insignia

squod

*Notices the OPs name*

PM your phone number there and I'll show where to put it.

gurramok

I haven't seen the Renault ads but i've heard that Renault cars are crap, they have a habit of breaking down. Actually did I answer your own question as to why Renault cars don't sell?

Damokc

the new clio i think

SEPT 23 1989

Who are you "delivering" this "speech" to?

barbiegirl

It's the general ad campaign for Renault mentioning the Clio as an example of pricing. I Googled Renault ad "Morgan turn the heating on " found it easily. Best of luck

Chucken

SEPT 23 1989 wrote: »

Who are you "delivering" this "speech" to?

Sounds riveting though. Seriously. Doesn't it.

cantdecide

I've heard the radio ads and afaik it's either the megane.

I kinda disagree with the premise of your speech though. Renault have been a marketing monster since the start of the global downturn. I didn't know the model but I knew for sure it was a Renault.

kneemos

prettygurrly wrote: »

I had no idea where to put this so after hours it is!

I'm writing a speech about the psychology behind the new Renault ads that are on the radio and tv...essentially the "learn to live again" ads - you may have heard of them. As an example of an ad that doesn't do so well in selling its product there is a car being advertised which doesn't seem to appear in the ad at all and at the end you only know it's a car ad because they flash up the symbol of the car...so my question is...what car ad is that?

Thanks in advance!

p.s. google and youtube searches are proving fruitless...

It's all about brand awareness dude but you know that don't you?

gurramok

kneemos wrote: »

It's all about brand awareness dude but you know that don't you?

Dudette you mean? Nick been prettygurrly

kneemos

gurramok wrote: »

Dudette you mean? Nick been prettygurrly

Apologies for giving her a penis.

Lenin Skynard

I'm not sure which car company the ad is for but there's a recent one on TV which starts with a family sitting at the breakfast table. Tom Dunne comes on the radio and says "Everyone has the day off school today apart from the Murphy family!", and the Murphy kids look very disappointed.

They are the most Scandinavian looking people in the world and live in a place which is quite obviously in Scandinavia somewhere, and the car has a Scandinavian reg plate. I have my suspicions that they aren't actually the Murphy family.

cantdecide

Lenin Skynard wrote: »

I'm not sure which car company the ad is for but there's a recent one on TV which starts with a family sitting at the breakfast table. Tom Dunne comes on the radio and says "Everyone has the day off school today apart from the Murphy family!", and the Murphy kids look very disappointed.

They are the most Scandinavian looking people in the world and live in a place which is quite obviously in Scandinavia somewhere, and the car has a Scandinavian reg plate. I have my suspicions that they aren't actually the Murphy family.

You can't take a day off when the baddies are after you.

Worst witness relocation programme ever...

Cee-Jay-Cee

What about the ad that goes "think of a car blah blah blah...... Now think of the car that you weren't thinking of when i told you to think of a car so long as its not the car that I was actually thinking of in which case the whole ad is ruined.

I know that's not strictly accurate but its along those lines. I always get it wrong. I think of a BMW at the beginning of the ad and then think of an Audi and it always turns out to be a crappy feckin aul Opel!

kneemos

CJC999 wrote: »

What about the ad that goes "think of a car blah blah blah...... Now think of the car that you weren't thinking of when i told you to think of a car so long as its not the car that I was actually thinking of in which case the whole ad is ruined.

I know that's not strictly accurate but its along those lines. I always get it wrong. I think of a BMW at the beginning of the ad and then think of an Audi and it always turns out to be a crappy feckin aul Opel!

Highly effective ad if your associating BMW and Audi with opel.

prettygurrly

Hi after hours,

I knew I could rely on you for excellent answers...my speech is to be given at a toastmasters meeting (www.d71.org for more info) and i've chosen this topic because I just read a book called "made to stick" by Chip and Dan Heath. The Renault ads follow their premise to a T and are an excellent example of brand awareness through very simple adverts. Ok so Renault cars have a reputation with some for breaking down but so do Fiats, Citroens (which I totally disagree with as I come from a Citroen family), etc etc but they still sell because they are much cheaper to buy and much cheaper to fix than say a BMW or Merc. That's not really the point of my speech, it's all about delivering a message.

Now I was thinking of going with the Opel Insignia as I was watching the ad last night, the only problem is that you all remembered that it was the Insignia being advertised - and that was one of the tricks in Chip and Dan Heath's book, lull them into a false sense of security, "it's just another ad for BMW/Audi" and then hit them with the fact it's an Opel - Shazzam you have their attention - even if you're rather confused...you still connect the ad and the fact it's a car kinda like a BMW/Audi but it's actually the Insignia. (On a personal note, I've been in that new Insignia and it's rather lovely)

The family with Tom Dunne on the radio sounds promising, I'll have to look that up. For the radio ad though the Mazda M2 (I think) is a seriously boring spec of the car ad. Couldn't tell you anything about it now or why I might want to buy it. The BMW ad, the only thing that has stuck in my head is that there is free leather upholstery with all sales but I guarantee you when I ask my audience for the special offer with BMW sales they wont be able to remember. Or even better, if I ask which car brand is offering free leather upholstery with sales I bet no one will be able to tell me it's BMW.

On the subject of my name...I am pretty but taken so you won't be sticking anything anywhere

kneemos

If I was thinking of buying a BMW I would definitely remember the free leather.

prettygurrly

But you'd have to be already interested in buying a BMW...how many of us in Ireland have the wherewithall to buy a BMW? So maybe in my toastmasters audience there'll be 1 person doing well enough to afford a new BMW but even then...

kneemos

prettygurrly wrote: »

But you'd have to be already interested in buying a BMW...how many of us in Ireland have the wherewithall to buy a BMW? So maybe in my toastmasters audience there'll be 1 person doing well enough to afford a new BMW but even then...

But the only people BMW are aiming the ad at is those that are thinking of buying.

prettygurrly

which is their strategy but it doesn't increase their customer base...it's actually a very narrow ad as well, as you say they are only interested in people considering a BMW...but that won't increase their brand awareness so that those who are audi drivers might consider a BMW etc. Anyway I also find their ad very tedious to listen to...doesn't give me a particularly interested impression so that one day I might buy a BMW...

like it or not, the Renault ads have definitely sparked interest and chat...it has come up in the pub a few times about the ads. Similarly we hate the "go compare" adverts (well I do and my family) but if you were looking for car insurance, would you not take a look to see if they can find you cheaper car insurance?

prettygurrly

and I'm not even sure that the BMW ad is effective on BMW drivers...sure they know how good those cars are because they buy and drive them. Free upholstery isn't going to pull them in..it's a very disappointing ad campaign in my opinion

kneemos

prettygurrly wrote: »

and I'm not even sure that the BMW ad is effective on BMW drivers...sure they know how good those cars are because they buy and drive them. Free upholstery isn't going to pull them in..it's a very disappointing ad campaign in my opinion

Is the ad run by BMW dealers in Ireland or BMW itself?I don't think BMW need to increase brand awareness it's something people aspire to surly?

Boombastic

Nicole?

prettygurrly

Boombastic...exactly...the Nicole ads were the epitome of excellent advertising in its heyday...was it peugeot? That's going to be in my finale part of the speech...

prettygurrly

kneemos wrote: »

Is the ad run by BMW dealers in Ireland or BMW itself?I don't think BMW need to increase brand awareness it's something people aspire to surly?

that's when brands get lazy tho...they think they have the market sown up and then all of a sudden their sales figures start decreasing, they don't have the same market share. If you think about how many mercs there were even in the 90s during a recession...i hardly see any of them now...i think that brand has definitely got lazy.

Boombastic

prettygurrly wrote: »

Boombastic...exactly...the Nicole ads were the epitome of excellent advertising in its heyday...was it peugeot? That's going to be in my finale part of the speech...

I think it was renault clio, it wasn't really all that effective if we can't remember:P

prettygurrly

it was a seriously long time ago tho. I knew it was french but after that...and i was like 10 when it was popular...wasn't as interested in brand quality then!

prettygurrly

twas Renault Clio indeed...

Boombastic

here's a wiki link all about them

kneemos

Boombastic wrote: »

I think it was renault clio, it wasn't really all that effective if we can't remember:P

Highly effective at the time I remember,every was talking about and "Nicole"entered into general vocabularly as was shown by yourself Boombastic in an earlier post.

Boombastic

kneemos wrote: »

Highly effective at the time I remember,every was talking about and "Nicole"entered into general vocabularly as was shown by yourself Boombastic in an earlier post.

True!