According to SIMI new car sales in the first 6 months of 2017 totalled 91,185 and were 10% down on the same period in 2016. Things are said to back up for the second half of the year due to a predicted lift in GDP of 3-4%.
As the 181 approaches, we thought we would share some of Brandfire’s favorite campaigns for the motor industry.
1. Jaguar and Andy Murray
The world's number 1 Tennis star Andy Murray teamed up with Jaguar to promote the new XF Sportbrake. They showed off their new promotion at a mock up of Wimbeldon this year, just weeks before the actual event. Jaguar then showcased the car and the men's singles Wimbeldon trophy on a UK-wide tour to generate interest from a new generation of tennis players. Together they want to encourage children to pick up a racket.
A Taiwanese study shows that if consumers happen to be fans, they place a higher value on products that celebrities are endorsing – as if they are receiving advice from a valued friend. However all consumers show a greater recall of products endorsed by products, whether they are fans or not.
2. Skoda and Young Driver
Skoda in the UK joined forces with Young Driver a few years ago, a nationwide provider of driving lessons for children aged 11 to 17. The car was used at driving sites for training, where they deliver over 60,000 lessons a year. At Brandfire we agree that you'll always hold a certain respect for the car you learned to drive in. It's a great way for Skoda to ensure first time car buyers consider them. With driving lessons in Ireland costing up to €50, why not give the young Irish a competition to win free lessons or car insurance?
3. Ford and LEGO
In March Ford and LEGO teamed up to deliver every young boy and girl's car-creation dreams. Ford has recognised that a lot of car lovers' interest starts when they are young. Do you remember Hot Wheels? Together the two brands came up with various cool sets including a mini 'Lap Time' monitor and rally cars with flags of the world. The collections were of course snapped up by adult Ford-lovers too - those with Mustangs for example, wanted something for their shelves.
4. Audi and Spiderman
Audi was the star of the road in the most recent Spiderman movie; Homecoming. The movie released in July, features three separate Audi models: the all-new A8 saloon, the R8 V10 Spyder supercar, and the TTS Roadster. It also showcases the Audi AI Traffic Jam Pilot technology, when Happy Hogan, played by Jon Favreau, removes his hands from a steering wheel, which continues to turn automatically on its own.
Cinema-goers got a world-exclusive first look at the new A8's front and side designs. Getting your car brand used in Irish advertisements either on TV or social media is a good way to drive attention and demand.
5. Hyundai Mercury Prize 2017
Hyundai in the UK has launched the Mercury Prize for 2017. It is dedicated to the pursuit of creativity, and to all the artists, creators and innovators who find their rhythm and follow their passion. The public have the choice to vote for the best album from a list of 12, including Ed Sheeran's album Divide and Stormzy's Gang Signs and Prayer. Those who vote are entered into a draw to win an All-New Hyundai KONA. According to Forbes, 75% of Millennials say it's important for brands to give back to society. This is a great way of giving back, and rewarding customer engagement.