The Big Game
Posted by Dale Buss on November 15, 2013 07:41 PM
Super Bowl advertising is becoming a three- or four-month-long seasonal platform rather than just a series of mega-impact TV spots contained within the Big Game each year. That trend has been strengthening for a while, but it's taking its fullest form this fall in the run-up to Super Bowl XLVIII on February 2 at MetLife Stadium in New Jersey.
Last Sunday, Jaguar, a new sponsor of the event, unveiled an ad during broadcasts of NFL football and on BBC America that gave away much of the approach that it will take in its actual first-ever ad during the game. Intuit is milking its initial Super Bowl appearance for all it can with a contest in which it's giving away the actual ad to a winning small business.
And every brand participating in the Fox telecast this year is otherwise planning how to take advantage of social media and other venues to tease ads that still tend to be forgotten by consumers within one or two days after the game—except that brands now increasingly also are continuing to use the ads themselves and related social media aftermath to keep the meme going for weeks afterward.Continue reading...
Posted by Dale Buss on November 11, 2013 09:11 AM
BSkyB shares hit by BT Champions League football rights deal win.
CBS criticized for not running more extensive apology over flawed Benghazi report.
Alibaba set for US$5B boost from China's online "Singles Day."
Adidas sprints for lead with Smart Run watch.
Amazon taps U.S. Postal Service to establish Sunday delivery for Prime customers.
Apple finds surprising market growth in Japan as China supply chain practices face fresh criticism.
Bank of America may have to pay US $864M over "Hustle" loans.
Bloomberg curbs reporting that might anger China.
Boeing and Japan Air Lines face another Dreamliner battery incident.
Bottega Veneta unveils new 'green' headquarters.
Cadillac's new CMO aims to focus brand around design.
Charmin pulls cheeky Twitter ad campaign.Continue reading...
The Big Game
Posted by Dale Buss on November 7, 2013 04:43 PM
Jaguar's comeback strategy has relied a lot on the US market. And now the Indian-owned brand is going to rely on its British heritage to climb onto the biggest American—and worldwide—marketing stage of all: the Super Bowl.
The brand announced that it'll be running its first TV ad during the Big Game, with social media treatment before and after, on February 2 on Fox. Jaguar will field a spot for the new F-Type Coupe featuring prominent British actors displaying particular British villainy, as an allegory for how the F-Type Coupe is supposed to be a "British bad boy" in taking sales away from the luxury competition. The Twitter hashtag: #GoodToBeBad.
"You don't spend that kind of level of investment without carefully considering it," Jeff Curry, Jaguar's North America CMO, told brandchannel in regard to the gulp-inducing Super Bowl XLVIII advertising tab of about $4 million for 30 seconds. "But for us it felt like the right moment in time because of the fantastic range of new products that we have. And we've seen great sales growth."Continue reading...
Posted by Dale Buss on October 15, 2013 04:56 PM
Tata Motors has been doing so well at the upper end of the global auto market lately that it apparently forgot how to do well at the lower end—even in its home country of India.
Thus the Tata Nano, a stripped-down minicar priced at around $2,000, has flopped since being introduced four years ago as the world's cheapest automobile, one aimed specifically at the striving rank-and-file consumer in one of the world's biggest developing markets. Tata has been busily adding content to the nameplate, raising the price and recasting it as a cool car, not just an inexpensive one.
"This was the flagship product for the passenger-car market" for Tata in India, Anil Sharma, an analyst for IHS Automotive, told the Wall Street Journal. "The disappointing sales are a pretty big negative for the group."Continue reading...
Posted by Abe Sauer on September 13, 2013 01:53 PM
China is the second largest economy in the world and every significant brand's future is impacted by its growth (or collapse)—but who's got the time?! Here's the week's reads that will make you look like a keen China observer in case you find yourself immersed in a cultural conversation.
This week: KFC beefs up… Jane Zhang for Skoda… Jet-setting iPhone… GM, BMW conquer car sales… McLaren moves in… Moutai droops… Toilet restaurant?… Sotheby's in Hong Kong… China's "social traveler"... Luxury car seats... Counterfeit Red Bull... Moon view flights... and more.Continue reading...
Posted by Dale Buss on September 10, 2013 11:52 AM
Two topics have dominated industry chatter at the Frankfurt Motor Show this week: When will the European market begin recovering? And what's with all the new SUVs that are on display at the show?
Oh, and 'Where's Waldo?' Or, rather, why did Fiat CEO Sergio Marchionne abruptly cancel his planned appearances at the show?
There are signs that sales in Europe at least have flattened out. But while UK car sales rose in August by 11 percent in their 18th consecutive month of growth, that has been a contrast to Germany, France, Italy and Spain, all of which have continued to suffer sales declines.
"Clearly, Europe still has a long way to recover," Jonathan Browning, president and CEO of Volkswagen of America Group, told brandchannel. "Eastern and Central Europe are showing a few more signs of rebound, but they're still relatively weak."Continue reading...
Posted by Dale Buss on September 10, 2013 09:32 AM
Neiman Marcus majority stake sold for $6 billion to Canadian, US investment partners.
Apple will reveal new products today and may put focus back on fingerprint security with latest iPhone.
McDonald's tries multi-person meals.
Abercrombie & Fitch loses bias suit over firing Muslim woman.
Burger King stretches with "sense-swap" campaign.
Campbell bets on child-centered new campaign.
Dunkin' Donuts launches first TV ad made entirely from Vine.
Furniture Brands files for Chapter 11.
Gatorade grows market share with G Force sales and marketing team.
Google offers antitrust concessions to EU.
Hyundai workers end strike after reaching wage deal.
Jaguar mulls small SUV to challenge BMW.
L'Oreal attacks e-commerce.Continue reading...
Posted by Dale Buss on July 23, 2013 06:20 PM
Not wanting to be left standing outside a big pool of potential cutomers, Jaguar Land Rover has indicated that it wants to catch up with its German luxury-car rivals in China by developing new models, expanding its sales outlets and forging more local joint ventures.
The company, owned by India's Tata Motors conglomerate, has only had a presence in China for three years and sold just fewer than 20,000 units there in June—versus 45,000 sold by Audi and 35,000 by BMW.
And while car sales across the board have been cooling a bit in China, Bob Grace, Jaguar Land Rover's president in China, told Livemint that the luxury segment in China will continue to grow enough for expansion by all brands. "There is enough headroom for everyone to grow," he said.Continue reading...