Here’s my take on the best ad in the big game–the Dodge Charger ad late in the second quarter.
Oh, Oh, politically incorrect.
I know the ad is taking heat. Sexist, discriminatory, etc.
From a marketing perspective, amazingly well targeted.
Young married (or involved) men. Wanting to break out a little bit. So why not a muscle car?
Why not indeed?
To those who dis the ad: You are not the target market for a Charger.
But I’ll bet you understood what was being advertised and what was being sold.
The campaign that is getting the buzz (in the auto category) from the big game is Hyundai, based on a measurement of web hits. But does this tell the whole story?
No.
According to autospies.com, Hyundai saw a bump in web traffic of 91%, while Dodge Charger saw a modest 16%.
What these numbers do not reflect (at least not yet) is the nature of the traffic. A 16% increase in traffic, if close to 100% target market audience, beats a 91% bump in traffic, if it is only comprised on 15% or so of the target market. (Of course, we might add to the discussion the specificity of the targeting in the Charger ad compared to the Hyundai ads. Or that Hyundai ran multiple ads compared to the one for the Charger…………..but at the moment such discussions are beside the point).
As market researchers, we are well aware that statistics can say whatever we (or whoever) might want them to say.
Our work is to ferret out the reality of market dynamics to best serve our employers. And hopefully, to present that reality in a compelling, meaningful, and salient manner. This often means eschewing common knowledge and wisdom and digging deep for the real story.
Clios are adorable; increased traffic a great first step; however, the end point is increased sales, revenue and profit.
As Rod Tidwell said, “Show me the money!”
Comments welcome!
Dr. Bob
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