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Case Study: Attention Millennials! Automobile Manufacturers Adapt For You

Automobile manufacturers are adapting their marketing strategies to attract Millennial customers. Ford has found success by getting Millennials to talk to each other about the brand through social media campaigns and an animated spokesperson. Their "Agent" campaign provided cars to customers to collect feedback. Millennials are influenced by digital media and prefer mobile devices and word-of-mouth recommendations over traditional television advertising. Brands must understand this generation values technology, price, and energy efficiency to effectively position themselves.

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2K views15 pages

Case Study: Attention Millennials! Automobile Manufacturers Adapt For You

Automobile manufacturers are adapting their marketing strategies to attract Millennial customers. Ford has found success by getting Millennials to talk to each other about the brand through social media campaigns and an animated spokesperson. Their "Agent" campaign provided cars to customers to collect feedback. Millennials are influenced by digital media and prefer mobile devices and word-of-mouth recommendations over traditional television advertising. Brands must understand this generation values technology, price, and energy efficiency to effectively position themselves.

Uploaded by

My Le Thi Hoang
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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CASE STUDY

ATTENTION MILLENNIALS!
AUTOMOBILE MANUFACTURERS
ADAPT FOR YOU

GROUP 5
INTRODUCTION
ADVERTISEMENT INDUSTRY
In the past, brands had a few ways to promote their
products, by traditional methods such as showing ads on TV
or radio.
Now, we are experiencing the development of mass
communication and media. The number of media users is
high, especially Gen Y and Gen Z.
Brands have countless new advertising methods, reaching
customers through many channels through mobile devices.
The challenge of brands is how to maximize the young
customers' attention with their ads.
INTRODUCTION
AUTOMOBILE INDUSTRY
Brands have gradually changed the way they communicate and
connect with customers, be intentional in catering to the right
audience with the most relevant content instead of the traditional
advertising method via television anymore.
Automobile manufacturers target a large number of
Millennials customers and try new approaches to attract
them.
Social content marketing (WOM): They gradually know how to
develop promotional campaigns on social media with
interesting, concise content to convey messages and brand
values to these customers.
Most promising customers group because
they represent the largest group of
consumers with massive purchasing power.

The highest use of social media (about


90%) and spend nearly 3 hours on social
media each day.

They are in tune with digital


communication and can be influenced

MILLENIALS by digital media and social effects.

CUSTOMERS
They prefer mobile devices and WOM
method.
CASE SUMMARY
Automobile manufacturers are particularly attracted to Millennials
and many of them are having to learn new ways to appeal.

FORD'S SUCCESS SEVERAL TECHNIQUES

Ford is one automobile manufacturer


Get Millennials talking to each other
that seems to find out effective ways of
about the brand.
communicating with Millennials.

Appeal to Millennials’ love of


Ford became #1 brand in purchase
technology through new technology.
consideration for Millennials.

Being edgy and entertaining (created


They successfully turns Millennial
a spokescharacter named Doug.
consumers into brand ambassadors.
QUESTION 1
CLUTTER
make customers familiar with the product.
Doug- Animated spokesperson: throwing a puppet show named
Orange Doug.
The Agent” campaign offers 100 cars to customers freely
collecting feedback regarding the functioning of the vehicle.
Technology “MyFord touch” is an innovative program.

PROGRAM INVOLEMENT
convey Ford's value though customers who involved (WOM)
Through the innovative design of the programs and implementation,
Ford is able to involve people in the advertisements.
QUESTION 3
STIMULUS FACTORS
to attract attention independent of individual or situational
characteristics.
SIZE: FLAUNT CAR'S APPEARANCE AND CAPTURE ATTENTION
Big rectangle billboard and banner ads
Wide length

INTENSITY
The Agent campaign lasted 6 months

FORMAT
Message placed one side on the banner
Format is presented simple and clear
CONTRAST AND EXPECTATIONS
Ford Fiesta was displayed in a strange place
QUESTION 3
INTERESTINGNESS
Comics Batman-inspired with interesting plot twist
INFORMATION QUANTITY
Outstanding, attractive information does not lose the
prominence of the car
ATTRACTIVE VISUAL
Catchy and attractive ads
Nice visual effects
COLOR AND MOVEMENT
Colors are well coordinated
Use cool colour -> Highlight the colour of the cars
POSITION
Advertisements are placed at conspicuous places
ISOLATION
Use white space to make car stand out
QUESTION 4
a. Newspaper ads (7%) and Television ads (9%) are least
likely to be ignored by Millennials.

b. Most influential media for brand decisions:

36% voted 19% voted 55% chose


Digital Television recommendation
Advertising Advertising from friends

Content of television advertising is no longer


attractive and influential
QUESTION 4
c.
Use trendy keyword, phrase or even catchy sounds -> catch the
eyes and ears of consumers.
"Ads that are relevant to the viewer or feature people similar to the
viewer get triple the average attention [2]" -> Produce advertising
reaching to individuals.
Shorten video ads to 10-15s [3]

d. The older the customers become, the more ignored television ads is
Contents should also be changed appropriately to hit the right
insights
Create more entertaining content which everyone can understand
and enjoy.
QUESTION 6
BRAND IMAGE
is customers’ general impression or their perception of a brand. [1]

PRODUCT POSITIONING
is “decision by a marketer to try to achieve a defined brand image
relative to competition within a market segment”. [1]

Millennials are considered as conscious consumers when


buying a car is the price and the automobiles’ energy
efficiency [4]. Moreover, this generation is also a big fan
of technology [5] . According to them, the automobile
that represents them is trendy, innovative. [6]
QUESTION 6
LESSON
For an effective marketing campaign, program involvement is an
important stimuli factor to attract as well as enhance
relationships between brands and customers.
However, brands also need to be careful when cluttering their
advertisement because it can easily cause confusion and information
overload

When launching an advertising campaign, marketers should be based


on attention factors such as the stimulus, the individual, and the
situation
=> To yield the greatest result from customers’ attention.
LESSON
Different groups have different preferences and tastes,
marketers should be flexible and precise to come up with
the right content and add in suitable values to solve the
pain point of targeted groups.

Based on a perceptual map, brands can know which


values they should add in to their products and which
position will be a great spot for positioning so that
=> They prepare and do better in the future.
REFERENCES
1. Mothersbaugh DL, Hawkins DI, Kleiser SB, Mothersbaugh LL, Watson CF. Consumer behavior: Building marketing strategy: McGraw-Hill
Education; 2020.
2. Building a better marketing strategy to reach today’s viewers [Internet]. Thinkwithgoogle.com. 2022 [cited 18 January 2022]. Available from:
https://www.thinkwithgoogle.com/_qs/documents/5263/A_Marketers_guide_to_TV_and_video_advertising_1.pdf
3. Patel D. 5 D​ifferences B
​ etween M
​ arketing T
​ o​M​illennials V​s​. ​Gen Z [Internet]. Forbes. 2022 [cited 18 January 2022]. Available from:
https://www.forbes.com/sites/deeppatel/2017/11/27/5-d%E2%80%8Bifferences-%E2%80%8Bbetween-%E2%80%8Bmarketing-
%E2%80%8Bto%E2%80%8B-m%E2%80%8Billennials-v%E2%80%8Bs%E2%80%8B-%E2%80%8Bgen-z/?
sh=4cc885122c9f&fbclid=IwAR1Prbzn7m1SoG0HzMnzNmfBeduphJZKnioZCZqiu1hmrwc9I84ipWQB7-8
4. What Kind of Cars Are Millennials Buying? [Internet]. CarShui. 2022 [cited 18 January 2022]. Available from:
https://www.carshui.com/what-kind-of-cars-are-millennials-buying/
5. Patterson L. Technology and the Millennial generation | AlphaGamma [Internet]. AlphaGamma. 2022 [cited 18 January 2022]. Available
from: https://www.alphagamma.eu/entrepreneurship/technology-millennial-generation/
6. AutoTrader.com Study Reveals Deep Insights into how Millennials Relate to Cars [Internet]. 2013 August 23 [cited 2022 January 16].
Available from: https://www.prnewswire.com/news-releases/autotradercom-study-reveals-deep-insights-into-how-millennials-relate-to-
cars-220826891.html?fbclid=IwAR2QVE4SJQ_Avnco7ZuhM-mNJN4lhPeV1VxbHDNqP2vzwPrYwrlRFiM3ZrI

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