????坎貝爾?愛華德公司曾經(jīng)策劃了汽車廣告歷史上具有里程碑意義的幾個(gè)廣告方案,。“開著雪佛蘭看美國(guó)”（"See the USA in a Chevrolet"）,，“棒球,，熱狗，蘋果派和雪佛蘭”（"Baseball, Hot Dogs, Apple Pie and Chevrolet"），“美國(guó)的脈搏”（"Heartbeat of America"）,，“堅(jiān)如磐石”（"Like a Rock"）等廣告語(yǔ)都堪稱經(jīng)典。然而，2010年5月,，伊萬尼克上任后的第一把火便是為通用汽車最大的品牌注入新的活力，于是他選擇了自己熟知的古德拜?希爾福斯坦公司。伊萬尼克負(fù)責(zé)現(xiàn)代汽車公司營(yíng)銷與廣告業(yè)務(wù)期間,，古德拜公司便是現(xiàn)代公司的廣告代理,，他與古德拜公司合伙人杰夫?古德拜保持長(zhǎng)期的合作關(guān)系。這家公司因其牛奶廣告策劃案“今天你喝奶了嗎”（"Got Milk?"）而名聲大噪,。
????但伊萬尼克還沒有完全滿足,。最近他還批評(píng)古德拜公司的作品“時(shí)好時(shí)壞”,，要求其改進(jìn)工作方法,。他說道：“可以說我們已經(jīng)度過難關(guān)。”他特別表示,，自己對(duì)雪佛蘭克魯茲（Chevy Cruze）全新的電視廣告非常滿意,。廣告講述了一個(gè)年輕人的初次約會(huì)：約會(huì)告別時(shí),，他在女孩的唇間留下輕柔的一吻，然后轉(zhuǎn)身進(jìn)入雪佛蘭克魯茲座駕中，按下OnStar按鍵（語(yǔ)音通信系統(tǒng)）,。車上語(yǔ)音系統(tǒng)自動(dòng)讀出了心儀的女孩在Facebook上更新的留言：“有生以來最甜蜜的初次約會(huì)…”,。通用汽車的這位新任首席營(yíng)銷官對(duì)這則“最甜蜜約會(huì)”的廣告極其鐘愛，認(rèn)為它令人愉悅,，情感真摯,，并且傳達(dá)出產(chǎn)品的特定屬性，即可以通過OnStar語(yǔ)音通信系統(tǒng)為司機(jī)和乘客讀出Facebook上的最新狀態(tài),。
????伊萬尼克因其一絲不茍的執(zhí)行力和跳躍性思維而名聲卓著,。在經(jīng)濟(jì)衰退期間，他協(xié)助策劃了“現(xiàn)代汽車失業(yè)回購(gòu)保障計(jì)劃”（Hyundai Assurance Program）,，該計(jì)劃保證,，若消費(fèi)者在購(gòu)買新車后遭遇失業(yè),，公司將購(gòu)回新購(gòu)的車輛。雖然當(dāng)時(shí)消費(fèi)者信心低迷,，但這一計(jì)劃卻使得現(xiàn)代汽車的關(guān)注度飆升,，市場(chǎng)份額逆市增長(zhǎng)。
????而在通用汽車,，伊萬尼克與團(tuán)隊(duì)共同制定了雪佛蘭和其他品牌的“品牌手冊(cè)”,，為廣告商闡明了品牌的特質(zhì)與屬性,。舉例說,，伊萬尼克將雪佛蘭的目標(biāo)客戶群描述為“平凡的英雄”,，這個(gè)概念在全球市場(chǎng)上略經(jīng)調(diào)整后就可以推而廣之。而別克和凱迪拉克都屬于豪華品牌，但結(jié)構(gòu)設(shè)計(jì)和顧客群體上都存在差異,。凱迪拉克線條更鮮明,，更容易吸引個(gè)性張揚(yáng)的顧客，而別克相對(duì)來說則比較溫和圓潤(rùn)。伊萬尼克稱之為“側(cè)翼戰(zhàn)略”,，用以區(qū)分購(gòu)買豪華型轎車的顧客群。
????從1983年登上《財(cái)富》封面至今,，通用汽車在美國(guó)的市場(chǎng)份額跌幅超過50%,，目前僅在20%左右徘徊,。車形外觀相似的問題早已解決——但如今的市場(chǎng)風(fēng)起云涌,，新品牌和新制造商層出不窮，各種車型,、風(fēng)格與價(jià)格選擇,，令消費(fèi)者眼花繚亂。伊萬尼克必須小心謹(jǐn)慎，避免連軍事戰(zhàn)略家也常犯的經(jīng)典錯(cuò)誤：好高騖遠(yuǎn),，馬失前蹄,。
????翻譯：富來細(xì)特\劉進(jìn)龍 |
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????Campbell Ewald had created arguably some of the most memorable campaigns in automotive advertising history. Classic taglines included "See the USA in a Chevrolet," "Baseball, Hot Dogs, Apple Pie and Chevrolet," "Heartbeat of America" and "Like a Rock." However, when Ewanick took over in May of 2010, the first order of business was to instill new life into GM's largest brand. He turned to familiar territory -- Goodby, Silverstein and Partners. Goodby was Hyundai's ad agency when Ewanick led its marketing and advertising, and Ewanick has a longtime relationship with agency partner Jeff Goodby. Goodby is known for "Got Milk?," among other campaigns.
????Ewanick wasn't immediately satisfied though, recently criticizing Goodby's work as "inconsistent" and ordering up tweaks to its approach. "I can say that we turned the corner," Ewanick says, pronouncing himself especially pleased with such new Chevy Cruze TV spots as one highlighting a young man's first date: After giving the young woman a chaste peck one the lips, he gets in his Chevrolet Cruze and pushes the OnStar button. A voice reading his date's Facebook post says "Best. First. Date. Ever." GM's new chief marketing officer likes the "Best Date" ad because he says it's entertaining, emotional and communicates a specific product attribute, namely the ability of OnStar to audibly recite a Facebook status update to drivers and passengers.
????Ewanick built his reputation on meticulous execution and unconventional thinking. In the depths of the last recession, he helped to devise the Hyundai Assurance Program, which promised that new-car customers would be protected by insurance in the event they lost their jobs after buying a new Hyundai. It succeeded in raising Hyundai's profile and market share at a moment when consumer confidence was low.
????At GM, Ewanick and team have created "brand books" for Chevrolet and the others, describing for advertisers the qualities and attributes represented by the brand. Chevrolet, for example, is meant to appeal to what Ewanick describes as everyday heroes, a notion that can be adjusted in the respective worldwide markets where Chevrolet is sold. Buick and Cadillac both are luxury brands, though differentiated by physical design as well as type of customer. Cadillac has sharper lines, appealing to an "edgier" personality than softer and smoother Buick. Ewanick calls it a "flanking" strategy that differentiates luxury buyers.
????Since the 1983 Fortune cover GM's US market share has fallen by more than 50%, now hovering around 20%. Similarity of look has been cured -- but now the market is flooded with more brands and nameplates than ever, giving consumers unprecedented choice in size, style and price category. Ewanick must take care to avoid the classic mistake of many military strategists, fighting the last war instead of the current one. |
