Mercedes-Benz is Most Effective Luxury Automotive Brand of 2015
Ace Metrix Reveals the Top Luxury Automotive Brands and Ads of 2015. Mercedes-Benz performs admirably overall and across components, including desire, attention, perception change and information. Ace Metrix found Mercedes-Benz to be the most effective luxury automotive brand of 2015 (YTD), maintaining its Number One position from 2014 with an average YTD Ace Score of 599. Buick is a close second with an average YTD Ace Score of 593. “In 2014 many of MBUSA’s ads were powered by the ability to create desire,” said Peter Daboll, CEO of Ace Metrix. “This year, in addition to desire, Mercedes employed several different successful strategies to creating ads that consumers love, including delivery of compelling product information, especially around safety, and messages to change perception of the brand—not to mention its extremely successful Super Bowl ad, ‘Fable.’” Mercedes’ 60-second “Fable” and Lexus’ 30-second “Let’s Play” Super Bowl ads both experienced success by being extremely attention-grabbing. BMW’s 60-second “Newfangled Idea” Super Bowl ad, promoting the BMW i3, on the other hand, was powerful in delivering information and changing perceptions. Like Mercedes, BMW, which has achieved an average YTD Ace Score of 577, relied on a number of different strategies to create its most powerful ads of 2015, including successfully driving desire, changing perceptions, providing powerful product information, and achieving likeability. One Male 36–49 viewer of the ad “Create the Future” commented, “Beautiful car and love the technology.” Of the Super Bowl ad “Newfangled Idea,” a 50+ female consumer commented, “Very clever ad and great looking energy saving vehicle.” Buick and Audi’s Top Ads Succeed in Changing Perception and Delivering Information Buick emerged as the second most effective luxury automotive brand in 2015 (YTD) with ads very focused on changing the perception of the Buick brand and delivering powerful product information. “The company is heading in a new direction,” said one female 21–35 viewer regarding the “Happiness” ad. After viewing “Experience the New Buick Wi-Fi,” one male commented, “I liked the ad very much…very relevant as I am car shopping. The wi-fi technology in Buicks is intriguing.” Audi, which aired the third most effective ad of 2015 YTD, “High Class,” proved very successful at producing ads that change consumers’ perceptions of the Audi brand, as seen in the list below. Of the spot “New Arrival”, a female 21–35 commented, “I had no idea Audi was getting into the hybrid market. Great!” It also saw success through experimenting with different ad lengths from :15- :60, a strategy that seemingly aided in achieving likeability and attention. One female 50+ viewer of “The Drones” said, “The visuals and music captured and kept your attention. The characters were easy to relate to, and the message was succinct, yet left you wanting to know more.” Ads from Acura, Infiniti, Hyundai, Land Rover and Volvo Also Notable in 2015 A common ingredient for breakthrough luxury automotive ads in 2015 was the ability to grab attention. Acura does just this with three of its most notable ads, including its Top 5 overall ranked “Safety” ad. Infiniti and Lexus’ most notable ads are also powered by Attention, including Lexus’ “Let’s Play” Super Bowl ad. Both brands also appealed to consumers through ads that were likeable, as well as those that created desire. Volvo and Land Rover also each produced ads that successfully drove likeability, and Hyundai’s top ads were successful in delivering information. It's good to know what works for the Luxury Car Shopper audience. Remember that AudienceSCAN found 35% of luxury car shoppers are female and 40% use iPhones. Chances are they'll find you on YouTube if they miss you on TV – 55% were on it in the past month. 30.5% of luxury car shoppers have downloaded an app for a product they're considering in the past 6 months. In the next 12 months, they want to buy things that help them feel "successful," or at least, 33% of shoppers do. AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.