REINTRODUCING THE REGAL by Cohn & Wolfe for Buick

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REINTRODUCING THE REGAL

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Industry Cars, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United States
Agency Cohn & Wolfe
Account Supervisor Brandan Orsatti
Released September 2012

Credits & Description

Category: Automotive and Transport
Advertiser: BUICK
Product/Service: BRAND PROMOTION
Executive Vice President: John Hollywood (Cohn & Wolfe)
Senior Vice President: Stephen Bonsignore (Cohn & Wolfe)
Account Supervisor: Brandan Orsatti (Cohn & Wolfe)
Senior Account Executive: Valerie Comparetto (Cohn & Wolfe)
Senior Account Executive: Katie Voorheis (Cohn & Wolfe)
Media Specialist: David Abrams (Cohn & Wolfe)
Assistant Account Executive: Alexandra Bocci (Cohn & Wolfe)
Senior Account Executive: Francesco Paciocco (Cohn & Wolfe)
Senior Account Executive: Rhena Wallace (Cohn & Wolfe)
Account Director: Erin Griffin (Cohn & Wolfe)
Senior Account Executive: Christy Kirby (Cohn & Wolfe)
Account Coordinator: Pat Helger (Cohn & Wolfe)
Media placement: Regal Remix Dallas (Consumer Event) - Incl. Bloomberg Businessweek, AutoWeek, AdAge.com, Edmunds.com, Brandweek, Dalla - May 12, 2010
Media placement: Regal Remix San Antonio (Consumer Event) - Incl. San Antonio Express-News, MySanAntonio.com - June 17, 2010
Media placement: Regal Remix Chicago (Consumer Event) - Incl. NBCChicago.com, ChicagoNow.com - July 29, 2010
Media placement: Regal Remix Boston (Consumer Event) - Incl. The Boston Globe, Boston.com - September 30, 2010
Media placement: Regal Remix Miami (Consumer Event) - Incl. The Miami Herald, Miami New Times, NBCMiami.com, WardsAuto.com, Autotropol - November 4, 2010
Media placement: Regal Remix New York (Consumer Event) - Incl. TrendHunter.com - December 8, 2010
Media placement: Tweet To Drive Chicago - Incl. Twitter, Facebook, SunTimes.com, Cars.com, BusinessWeek.com - August 2, 2010
Media placement: Tweet To Drive Austin - Incl. Twitter, Facebook, AdAge.com - September 20, 2010

Summary of the Campaign
In 2009, Buicks were typically driven by those with a walker in the backseat. Younger consumers wouldn’t even consider buying one.

We put the spotlight on the new, turbocharged 2011 Buick Regal to reintroduce a younger demographic to the brand in a way that inspired them to share their enthusiasm with their peers with a credibility that we couldn’t match.

Regal Remix and Tweet to Drive were consumer experiences that put Buick at the intersection of the consumer’s lifestyle in unexpected yet relevant places.

Once behind the wheel - inside Regal Remix events and on the road with Tweet to Drive - they shared their excitement with their peers in real-time and agreed on one thing in particular: this is not my grandfather’s Buick…I would drive this.

Within six months, the average age of the Buick buyer dropped from 72 to 61 and the brand jumped to No.8 on the list of auto brands’ "likeability" up from no.17.* Not only did Buick see an infusion of youthful fans saying: "I’d consider buying a Buick," but, throughout 2010, 114,000 actually bought one. Entering 2011, Buick was the fastest-growing car brand in America.

*Zeta Interactive, 7/2010

The Situation
Buick, the oldest automotive brand in the U.S., was struggling. In 2009, the average Buick owner was 72.

Enter the 2011 Buick Regal, a sleek, sexy, turbocharged sedan and the freshest face in the brand’s revamped line. But how to engage a younger driver for whom Buick was not even in the consideration set? They simply didn’t see themselves in the driver’s seat, nor did they particularly want to.
The Regal had been off the market for six years.
It had the baggage of the discontinued. We needed to evolve these perceptions, demonstrate relevance and rebuild the brand’s credibility.

The Goal
Our goals:
-Lower average age of the Buick owner
-Get younger consumers inside the new cars to engage with a refreshed brand
-Secure social and non-traditional coverage to drive buzz.
-Help drive overall brand sales.

Research confirmed Buick lacked the creditability of its competitors. Even if the brand could connect with younger drivers, it had to overcome the perceived negative reactions they feared from their peers. The brand needed a program that would showcase the revamped line of cars while encouraging and driving peer-to-peer engagement.
Only peer validation could give the brand the credibility it needed.

The Strategy
We knew that we couldn’t convince them to consider Buick, but their peers could. We had to create experiences our target would consider meaningful and worthwhile, through initiatives that would allow Buick to break onto their radar - in a way it never had before.

Regal Remix and Tweet to Drive were anchors of our digitally-driven programming, designed to create instances that connected our target’s lifestyle with the brand in an unexpected yet relevant way.

Our programs would ultimately get them in front of, and even into a Buick with their peers by their side to share a newfound enthusiasm for the brand they thought they knew. Their mutual discovery would then cultivate an unspoken acceptance that brought Buick back into the fold.

Execution
"Regal Remix" was the anti-car show. We unveiled the 2011 Buick Regal at six local market events (San Antonio, Dallas, Chicago, Boston, Miami and New York) that did away with the traditional showroom. Part private concert series with top name bands, part happy hour with local spirits and cuisine, our target and their peers experienced the revamped Buick line and found themselves together re-discovering a car they’d want to drive.

"Tweet to Drive" reengineered the traditional test drive. Orchestrated entirely through Twitter and launched in Chicago and Austin, the concept was simple: Tweet us (@drivebuickchi, @drivebuickatx) and our young, connected ambassadors would pick you up and put you behind the wheel for a cruise down the highway, a drive home from the airport or an afternoon taco run. Our target, who would otherwise never consider Buick, was surprised at what they saw - and was Tweeting about their experience.

Documented Results
Buick jumped to No.8 on the list of auto brands’ "likeability"* up from No.17. Buick’s social media channels saw an infusion of youthful fans saying: "I’d consider buying a Buick." Throughout 2010, 114,000 did buy one, making Buick the fastest-growing car brand in America.

*Get younger:
-The average age of Buick consumers dropped from 72 to 61

*Create brand engagement:
-3,000 consumers attended Regal Remix events
-25,000 unique visitors checked out Regal Remix on Thrillist.com
-626,000 consumers heard about Tweet to Drive from peers on Twitter.

*Drive buzz:
-1,463 placements and 171,503,514 impressions highlighted the new Buick

*Spur sales:
-Austin driver purchased a Buick Regal based on Tweet to Drive experience
-Buick LaCrosse sold "off the floor" at Regal Remix Dallas
-Buick is the fastest-growing major U.S. automotive brand with sales up 57% in 2010

*Zeta Interactive, 7/2010