General Motors Launches Advertising Campaign To Promote Certified Used Vehicles
New work touts value of good decision-making, benefits of certification
Detroit - General Motors Corporation is set to unveil a new national advertising campaign to support its Certified Used Vehicles business. Created by Mullen of Wenham, Mass., the new magazine ads are set to debut in August publications. Leading up to the kickoff is supporting national radio and regional newspaper ads which broke in early June.
The campaign is designed to help General Motors reach sales of 250,000 units this year. Last year, GM tripled sales of its Certified Used Vehicles to over 100,000. Intended to boost consumer awareness of the benefits of certification, the new work promotes the ease and confidence associated with the purchase of a GM Certified Used Vehicle and reassures consumers that it is the affordable and reliable alternative to buying a traditional used vehicle.
With an innovative approach that differentiates the GM brand in the certified category, the campaign employs humor to illustrate the value of making good decisions. The magazine ads show the back of a person's head with two photos on either side, one depicting a GM Certified Used Vehicle sign to represent a "good decision." The second photo, in contrast, is a "bad decision," such as swatting a hornet's nest with a broom. The radio campaign carries through the "good decision vs. bad decision" theme by introducing the concept of the GM Center for Good Decision-Making to "help ordinary people make good decisions."
Highlighted in the magazine ads are key GM certified used vehicle benefits including 100 point inspection, satisfaction guarantee, and bumper-to-bumper limited warranty. The campaign keeps the existing tagline "The right way. The right car."
"We did exhaustive research to understand the used vehicle buyer," said Dana Hammer, manager, GM Certified Used Vehicles. "The new campaign addresses the concerns buyers face in the used vehicle shopping process by assuring them that GM Certified is a good decision. We feel that the new campaign is unique in the certified category and creates differentiation for GM and its dealers."
"Consumers want to feel empowered and confident they will make a good, smart decision," said Brad Audet, vice president/account director at Mullen. "The new work addresses consumer trepidation with buying a used vehicle by positioning GM Certified as a better decision."
National radio and regional newspaper ads broke June 6. Magazine ads are set to appear beginning in August issues of such publications as Better Homes & Gardens, Parenting, Car and Driver, Sports Illustrated and People.
About GM Certified Used Vehicles
GM Certified Used Vehicles are high quality, reconditioned, factory-backed vehicles available at participating General Motors dealers. All models are five years old or newer; have 60,000 miles or less; and are reconditioned to GM Certified Used Vehicle standards under GM's rigorous 100 point inspection and reconditioning process. For more information about GM Certified Used Vehicles, visit www.gmcertified.com, which features exclusive vehicle listings.
About Mullen
Mullen, an Interpublic company, is a $640 million full-service agency known for its interdisciplinary team approach to building brands. Mullen's client portfolio includes General Motors, Nextel, Wachovia, Eddie Bauer, LendingTree, Sealy, Swiss Army Brands, Four Seasons Hotels and Resorts, Genuity, T.J. Maxx, Golf Course Superintendents Association of America, FORTUNE, Pennsylvania Department of Tourism and Highmark. Headquartered in Wenham, MA, the agency operates full-service offices in Winston-Salem, NC, Detroit, MI, and Pittsburgh, PA. For more on Mullen, visit www.mullen.com.