DETROIT � �Beyond Precision,� a new brand positioning and advertising campaign for the Buick division of General Motors, will break with television commercials on Nov. 21 for the 2006 Lucerne, an all-new luxury sedan. The campaign focuses on Buick�s quality by showcasing Lucerne�s luxury features and benefits including QuietTuning and other technical innovations.
The advertising�s new tagline � �Beyond Precision� � speaks to the care and exactitude the designers and engineers put into the Lucerne. �Beyond Precision� exemplifies qualities that resonate with people who want a car to reflect their intelligence and that thrives on scrutiny with compelling attributes.
�The people who design, engineer and manufacture Lucerne are some of the best in the world, and have a near-fanatical way of looking at Lucerne�s details,� said Margaret Brooks, Buick marketing director. �We want advertising that shows the fruits of their labor and spotlights some of Lucerne�s finest details.�
Three new television commercials from Buick�s national advertising agency, McCann Erickson�s Birmingham , Mich. office, were created. The commercials, focused on product attributes, are:
�Precision Millimeter� (craftsmanship) � From its gracefully sculpted exterior design to its smooth yet responsive ride, Lucerne reinforces Buick�s reputation for attention to detail inside and out. In this execution, a camera slowly pulls out from inside a tight panel gap to reveal the Lucerne . The voiceover says, �Someone understands the difference even a single millimeter can make in the way a car looks, drives and feels� And we just wanted you to know� You�re not alone. � The voiceover relates the fanatical approach of the Lucerne �s engineers to the high level of quality today�s demanding new car buyers also seek.
�Snowflake� (heated wiper fluid) � A delicate snowflake meets its demise in this spot featuring the Lucerne �s heated windshield washer fluid dispenser. The wiper fluid is heated to 149 degrees and eliminates the inconvenience of scraping ice and grime from windshields, a problem that has afflicted drivers since the invention of wiper blades 75 years ago.
�Mr. Aachen Head� (QuietTuning) � An �Aachen HEAD� (pronounced Ah-Kin) is a digital recording tool that hears sounds inside and outside of a moving vehicle. Buick Lucerne engineers regularly use the Aachen Head, which mimics a human head of an average-sized man, to capture sounds within the Lucerne �s interior. Lately though, �Mr. Aachen Head� hasn�t been very busy, because Buick�s QuietTuning greatly reduces sound levels inside the vehicle, as �heard� in this spot.
�The new spots tell the inside story about the engineering of the Lucerne in all its obsessive, brilliant glory,� said Marianne Fey, executive vice president and group managing director of McCann Erickson�s Birmingham, Mich. office. �We wanted to highlight compelling product attributes that show this discerning target what separates a true quality vehicle from the rest of the pack.�
New Buick commercials will be seen on a variety of news and lifestyle programming.
A series of print ads will launch on Nov. 22 in USA TODAY and Nov. 23 in the New York Times and Wall Street Journal; and will run throughout the year in a variety of magazines and newspapers. Interactive inserts, coined �Buzz Prints,� that feature product attributes of the Lucerne will begin running in publications in February. Additional campaign components include online advertising and promotional placements on some of primetime�s hottest shows.
About Lucerne
Built Beyond Precision, the Lucerne is Buick�s third new vehicle in just over a year, following the LaCrosse midsize sedan and Terraza crossover sport-van.
Lucerne offers an array of options, including a V-8 or V-6 power, three trim levels � the well-equipped CX, elegantly appointed CXL or the luxurious, performance-oriented CXS model. Standard on every Lucerne are OnStar, QuietTuning � Buick�s exclusive process to eliminate unwanted cabin noise � and a four-year/50,000 mile warranty. The sedan has a base manufacturer�s suggest retail price (MSRPs) ranging from $26,990 to $35,990. Lucerne is engineered to meet a wide variety of customer preferences and compete across a wide range of domestic and import entries in the premium midsize and luxury segments.
More information about Lucerne and the entire Buick line-up is available for media at http://media.gm.com and for consumers at www.buick.com. |
