Jumpstart Automotive's creative director continues his "Launching Outside the Auto Show" series with more media and creative strategies to watch for in 2006.
As a follow-up to my last column, Launching Outside the Auto Show, I'd like to focus on more specific media and creative strategies that have run or are being planned for 2006. Last time, I posed the question of how the web can convey the true energy of OEM vehicle unveilings, and compete with the glitz and glare of the Auto Show. As noted, it is apparent that in 2006, there will be more new car launches then ever before, so let's make it a groundbreaking year for in-market creative as well!
Homepage takeovers
You may have read about Hyundai's exclusive ad buyout on Slate.com. The unique ad, executed by Carat Fusion and created by Clickhere/Richards Group, transformed the homepage of Slate.com for a 24-hour period. The full-screen ad unit promoting the new Hyundai Azera sedan zoomed across the screen, creating a "draft" effect that seemingly scrambled the site's content before resolving back to the traditional ad units. This was engaging and admittedly took a chance, but would an in-market site ever run a similar ad?
It seems to me that an ad like a homepage takeover would be even less interruptive and more engaging on a contextually relevant site. But again, in-market sites have never needed to transform their homepage to get launch budgets. Why wouldn't Hyundai want this on an in-market automotive site?
Robert Brown, interactive marketing manager at Hyundai, says, "Why wouldn't I want an impactful, clutter-busting message in front of 100 percent share of in-market car shoppers? I know for a fact that many of those consumers are also still considering many brands/models and there are ones who know someone who the Azera may be right for. Even if I'm too late to get the consumer into a dealership, I have at least provided a powerful image of a Hyundai like you've never seen before. From a publisher's perspective, I understand the user experience concerns, but there are happy mediums to be discussed."
Customized video
Lexus and Honda both employed video programs synched up with this year's Detroit Auto Show to promote their respective launch vehicles. But, everyone is doing this right? Well, what made this different is that the agency and client had the opportunity to provide input on how each launch vehicle was to be shot on the Auto Show floor. Instead of just sponsoring an archived video, they could actually impact the video crew's footage, in real time.
Along with the customized 90-second video piece, both Honda and Lexus ran 15-second pre-rolls before their videos, and surrounded the video player with relevant advertising ad units. This seems like a very valuable and effective opportunity, as it is often hard for OEMs and their agencies to get product footage of new cars in a custom way. Lauren Mehl, media supervisor at RPA, says, "This video program presented us with the perfect opportunity to showcase the new Honda Fit. We were able to control the speed of the walk-around video for the Honda Fit and clearly showcase the innovative elements of the new vehicle."
I'm assuming Honda and Lexus will be able to use this custom video on their own sites throughout the year. This could be a theme that we'll see as we go forward-- giving input on third-party video production for later use. "We're committed to identifying innovative online advertising video opportunities for our clients, and this one was truly unique," says Jackson Callaghan, interactive communications planner at Team One, the agency for Lexus. "This provided a different platform to distribute custom video for our launch vehicles in a relevant and engaging context."
Next-generation clickable video
If you saw Driving Interactive's recent Creative Showcase for the Honda clickable banner ad, you would know what has been done to-date with clickable video-- video enhanced with technology in order to make elements within the video interactive. Beyond Interactive and Volkswagen will also be using clickable video in June to promote the launch of a new model. In my view, this brings together the best of TV and online, creating a truly interactive video experience that more fully educates the consumer about the car. Something about this technology stands out far from anything that can be done at any auto show. Clickable video gives the user the opportunity to control what elements they'd like to get additional information on. This technology seems perfect for the automotive industry, and should certainly be used more.
Is it because broadcast spots used online move too quickly? Or do agencies think making spots "clickable" is too time consuming and expensive? Regardless, VW is taking a stab at it. Their new campaign will be focused on both the interior and exterior features, such as the DVD navigation system and heated washer nozzles. A clickable video that is able to highlight such unique elements is perfect for consumers who enjoy learning more about the special gadgets and options of a new car.
Myra Lanting, account supervisor with Beyond Interactive, says, "With the increase of broadband, it makes sense to embrace this new form of online technology as the next step in convergent media. And more importantly, our clients recognize the value of clickable video as it allows the audience to experience content to the fullest extent." The next step for clickable video around launch vehicles is producing custom video that can then be overlaid with technology in order to make it interactive-- essentially a combination of what Honda and Lexus did above, combined with what VW has planned for 2006. We've only begun to see what can be done with clickable video.
More to come?
These are just a few of the innovative campaigns I've been made aware of to promote the many new vehicle launches in 2006. If you have any to share, please feel free to contact me. Watch for more ideas coming from OEMs and agencies this year. At stay tuned for my next article, focusing on how Toyota plans to showcase their many 2006 launches within an exclusive environment. (If you haven't seen a launch calendar recently, they might just have the most new vehicle unveilings for 2006. And they are breaking ground with creative different from anything I've seen to-date.)
Chad M. Beasley is vice president of sales and creative development. He is responsible for Jumpstart Automotive Media's west coast national sales efforts, and leads the creative development department to ensure Jumpstart leads the market with cutting edge media programs and creative opportunities. Beasley has a broad range of experience in innovative rich media with the west coast car brands and with several leading interactive advertising agencies. Most recently, Beasley was the west coast director of sales at Unicast. Prior to Unicast, he spent six years on the agency side of the business, including Digitas (Saab), Carat Interactive (Kia) and Modem Media. Beasley is a graduate of Syracuse University.