The local car industry had its best year ever last year, with a 12 percent increase in new car sales. And the growth looks set to continue, with 750,000 New Zealanders planning to buy a car over the next year. But the way they're buying them has changed significantly in recent years and, according to Nielsen data, 78 percent are reaching for their keyboards to help them make a purchase decision. PLUS: what the rise of mobile search means for advertisers.
Marketing, advertising & media intelligence
0-100 is a much-used metric to show how powerful a car is. But Holden and Ogilvy & Mather NZ have flipped that on its head to promote the limited edition Commodore GTR, of which only 100 have been made for the New Zealand market.
Fieldays is coming and, over the next 33 days, New Zealand will once again be bombarded with advertising aimed at this nation's agrarian warriors, many of whom have a fair bit of cash stashed in their gumboots. And Ford has shot into first place with a tribute to what televisual experts all agree is the best programme ever made, A Dog's Show.
When it comes to selling cars, there's no substitute for getting bums on seats and letting potential customers get a whiff of that new car smell. And Hyundai and Shine have put a few different bums on the seats of its Accent model, including that of a truck driver, in an effort to inspire other Kiwis to take it for a hoon themselves. Plus: Hyundai's rise through the reputational ranks.
Last year, after six years in second place, BMW knocked Audi off its perch and reclaimed the top selling premium car mantle in the New Zealand market. But Audi isn't far behind, it's still growing and it's decided to tap into the nation's patriotic fervour with one of the German brand's first locally shot campaigns.
Volkswagen hit a speed bump this year when it voluntarily (with the help of a bit of media pressure) recalled more than 2,500 cars due to reliability issues. However, it's another type of recall which has got the German car manufacturer's motor running.
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Holden's latest TVC for the Commodore is part black tie dinner and part bogan romp – showing the new VF Commodore's classier side, while paying homage to Holden's bogan roots and fan base.
Big new Italian/American automotive union talks itself up, promises it will be in country's top ten TV advertisers—UPDATED
For the first time in the New Zealand market, Fiat Chrysler Group has launched under one distribution network. And it's promising to use its additional clout to get its Italian and American brands in front of Kiwi car buyers.
Suicide – it's a difficult topic to base your advertising campaign on, as Hyundai UK has just learned with its commercial finding international condemnation.
In the battle of the premium cars, New Zealand is something of an anomaly, because unlike most markets around the world Audi has been top of the pile for the past six years. But by rethinking its marketing tactics, tailoring its products and comms to suit the New Zealand market, standing up to HQ and targeting new customers, BMW managed to reclaim the throne last year.
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Ze Germans have created an extremely valuable country brand based around reliability, precision and quality design and engineering, which has certainly helped the likes of VW, Audi, BMW and Mercedes-Benz conquer the world's roads. But Sweden is trying to find its niche, and in New Zealand it's doing it with a ballsy new campaign for the new Volvo V40 hatchback that takes aim at the established German car brands and taps into the desire to be 'Über Different'.
We'll be showcasing all the winners of the TVNZ-NZ Marketing Awards on StopPress over the coming days. And we're kicking things off with big winner Volkswagen, which invested heavily in indigenous research and advertising to better connect the brand with Kiwis, launched some very successful new products and quickly went from ‘niche street to main street’.
Toyota's luxury brand Lexus has a tough battle on its hands in the prestige class, facing as it does the European goliaths of Audi, BMW and Mercedes. But it's aiming to reinvigorate the Japanese brand's challenger spirit with the launch of a classy new campaign out of Saatchi & Saatchi called 'Kokoro Wo Komete' or 'Soul Meets Machine.'
Korean carmaker SsangYong had 300 percent growth in New Zealand last year. And it's confident that signing up one of New Zealand's great hardmen, Colin Meads, as the face of its new Actyon Sports Ute will help maintain that level of growth in 2012.
After moving its media strategy and buying to Republik almost 18 months ago, big US brands Chrysler, Jeep and Dodge (CJD) have now, in another blow to previous account holders .99, formally appointed the agency to take care of its creative business after working together on a project basis for the past 10 months.