Car Talks


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Brief assessment of Spanish car market communications approach, defining main trends and traits and offering an observational and qualitative overview of recent car brands communications.

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Car Talks

  1. 1. Car Talks Spanish creative scenario : brief understanding and critical review of communications positioning in Spain © Dylam Malam
  2. 2. History before the history © Marta Pereyra Some brands and commercials have defined critical changes that have become a “normative” on current creative scenario
  3. 3. Late 80´s and 90´s shows a dramatic shift on car communications More life-style and attitudinal approaches, sometimes challenging old or classic conventionalities. Adding new creative formats, less oriented to just “show the car” and beginning to use more sophisticated or rhetorical models. Re-engineering also motivational proposition as for example the sense and meaning of success or achievement, overcoming topical status and luxury schemes. Anticipating changes that become later on real “new conventions”.
  4. 4. Creative scenario… what's really new? Focus on image and emotion : building brand engagement becomes partly the key task of TV while other touchpoints support understanding and learning specificity. More smart and allegorical, even symbolic propositions : minimalist, brain-demanding, sometimes elusive Everybody try to out-smart the competition. Looking for brand territories related to hard content or intangible propositions (emotion).
  5. 5. Beyond brand boundaries there is a common trait. Two basic lines of work: – Smart-piece-of-thinking: devising smart and ingenious creative propositions that sometimes becomes challenging and intriguing to audiences. – Engagement – by –Entertaiment : playing with surprising or provocative visuals or paradoxical items (animals, transforming objects, bigger- than-life). Looking for visual Entertaiment with some “intellectual” cue-
  6. 6. … such traits should be framework in an increase attention to targets of segments, becoming more defined by attitudinal traits just descriptive demographical. Reaching and connecting with young drivers : – Fun, irony, daringness. Mid-age adults: – Understanding age contradictions and role conflicts. – Provide new approaches to status and desire of success. – Assuming emotional needs: missing the youngster old good times. New attitudinal patterns : environmental and social responsibility. Addressing women as a critical target.
  7. 7. Car advertising has lead new interpretations of psico-social motivations showing the change social fabrics. New luxury and status Achievement and life conflict conciliation New young adult priorities Car as a badge of my new attitudes and priorities
  8. 8. Two benchmarks becomes epitomes of creative changes AUDI: BMW – Consistently setting new – Readdressing totally the standards of brand drivers at the end of aspirationality. 90´s – Inventing contemporary – New symbolic and even car status. poetical advertising to surprise an sets apart the – Adding personality and brand attitude to dramatic leverage of technical – Adding sensorial and features. allegorical propositions – Product advertising is – Breaks advertising specific even consistent conventionalities distinctive advertising sets – Product become brand a new paradigm. advertising
  9. 9. Following this benchmarks all brands have dramatically renew communications: all brands have assume some ingenuity, irony or tricky approaches trying defining territories or release “surprising” pieces of work
  10. 10. Beyond the “smart slice” … mainstreamers Mid & low end look for specific territories and leverage perceived superiorities – RENAULT : Safety commitment. Youngsters empathy. Formula 1 success … Fernando Alonso endorsement. – CITROEN – PEUGEOT. A “French clusters” : strong key visuals, surrealistic. – SEAT: Look for a territory to leverage outside and inside : AUTO-Emotion. Shifting perceptions to more engaging and impulsive brand.
  11. 11. The best and the worse.
  12. 12. For good … Spain becomes a highly competitive creative market. Brand and consumers assume more interesting and intriguing advertising. Challenging consumer intelligence and reflecting attitudinal changes helps to set high standards. Brands have critical review task and deliver of advertising, recovering brand building strategies as key priority.
  13. 13. For bad … Sometimes smartness becomes a priority beyond relevance or engagement. Consumer are exposed to “intellectual ”advertising built around rhetorical voice over declarations illustrated by some “already-becoming topical” nice shootings. The syndrome of “so-what” becomes a danger. Structures tend to be topical : smart pirouette follow by brand closing shot. Distinctiveness could become difficult .
  14. 14. Mass-market is more concern about become noisy. CITROEN - PEUGEOT are engaged in a every time more difficult visual pirouette that provides awareness but not always critical brand contents. RENAULT: – It have been devoted to created safety credentials in an empathic way, while look for more proximity to young drivers to leas low end segments. SEAT. – Building a consistent brand image proposition is critical. Emotionality and young appeal become big issues. But the risk is to excessively approaching the brand communications to standards that belong to others brands as Volkswagen.
  15. 15. Spanish market key topics. It is possible to built up a quite unique approach through anticipation and empathy with new consumer standards : AUDI. Advertising could enrich technological credibility with more appealing emotional relationship :BMW. Status, luxury, success, achievement need new standards … AUDI, BMW. Advertising could leverage values or re-address brand image in mid & low end brands : Volkswagen, Renault, Seat. Brands could assume new contents as safety (Renault) or emotionality (Seat). Even ingenuity and smartness creates attractively, there is also a convergence amongst brand. Distinctivity between brands of different or shared segments should be critical to achieve brand & advertising recognition and efficient expenditure and brand preference.