????汽車網(wǎng)站Autoextremist總編皮特?狄羅倫佐是底特律的汽車行業(yè)評(píng)論家，他炮轟這則在《周一橄欖球之夜》（Monday Night Football）期間播出的廣告，稱“它是近來最低劣的廣告,?！狈苼喬氐腇acebook頁面上有段留言稱“我現(xiàn)在這臺(tái)菲亞特已經(jīng)開了快5個(gè)月，但在看了洛佩茲的廣告后,，我希望退貨,。”
????借助女性名人來推銷汽車的策略可追溯到20世紀(jì)50年代,，當(dāng)時(shí)黛娜?肖爾唱出一句著名廣告詞“透過雪佛蘭的車窗欣賞美國”（See the U.S.A. in your Chevrolet）,。毫無疑問這種創(chuàng)意的起源時(shí)間甚至還更久遠(yuǎn)一點(diǎn)，但是顯然這種營銷手段還會(huì)延續(xù)下去,。截至周四早上,，完整版洛佩茲音樂錄影帶在Youtube上的瀏覽量已經(jīng)突破1,000萬，而菲亞特這則廣告的瀏覽量也達(dá)到了346,131,。
????更重要的是,，Edmunds.com報(bào)道稱菲亞特的考慮購買度——評(píng)估重新上市品牌的重要指數(shù)，自廣告在9月12日播出以來已經(jīng)提高了31%,。其中,，最高的單日增幅達(dá)到95%，當(dāng)天正好有美國橄欖球職業(yè)聯(lián)賽（NFL）的電視直播,，這則廣告在節(jié)目期間多次播出,。
????橄欖球和菲亞特500到底有什么關(guān)系呢？
????據(jù)稱,，大約600萬女性觀看了比賽,，而曲線優(yōu)美、可愛的菲亞特500因?yàn)閺V告上的擬人化表現(xiàn)成為了與大眾甲殼蟲和Mini Cooper同一檔次的“女性車”,。
????弗朗索瓦為自己的選擇進(jìn)行了辯護(hù),，他在一份聲明中稱：“珍妮弗非常適合這個(gè)品牌，不是因?yàn)樗钦l而是因?yàn)樗嬲\,、熱情又時(shí)尚,，是一位一心要超越平庸的斗士?！?/p>
????菲亞特面對(duì)的另一個(gè)問題是,，引起關(guān)注和提高考慮購買度是否會(huì)推動(dòng)汽車展廳人流增加并最終增加銷售。之前,，同樣“來自底特律”的克萊斯特2000并沒有成為中型車領(lǐng)域的杰出競爭者,，但該款汽車銷量占克萊斯勒品牌上月總銷量的一半左右，達(dá)到了10,861輛,。
????菲亞特品牌仍然在加強(qiáng)其零售商網(wǎng)絡(luò),，菲亞特500上市初期表現(xiàn)平淡,。自該品牌今年年初重新上市以來，僅售出11,088輛汽車,，其中3,106輛是在8月份完成的。
????弗朗索瓦與其他菲亞特-克萊斯勒高管一樣,，必須在都靈和底特律之間往返奔波,。作為一個(gè)向美國人銷售意大利汽車的法國人，他一直被批評(píng)不了解美國市場,。例如,，菲亞特近期推出古琦版（Gucci）汽車，但是這款汽車在美國中西部地區(qū)似乎不受客戶待見,。他的其他創(chuàng)意似乎有點(diǎn)過時(shí),，例如在廣告中布置優(yōu)雅的背景，同時(shí)畫面上充斥著眾多漂亮的模特,，希望籍此美化克萊斯勒,。
????但是弗朗索瓦行事迅速，信心十足,，而且得到了公司高層的鼎力支持,。就像其他菲亞特-克拉斯勒的高管，他仍然受首席執(zhí)行官塞爾吉奧?馬爾喬內(nèi)及其黑莓手機(jī)的轄制,，馬爾喬內(nèi)本人同樣擁有自己一套非常確切的市場營銷理念,。但是弗朗索瓦毫無疑問為汽車行業(yè)帶來了一些新鮮創(chuàng)意，這個(gè)行業(yè)的廣告不思進(jìn)取,，長期充斥著微笑的情侶和蜿蜒的道路,。我迫不及待想看看他的下一則廣告會(huì)有什么新花樣。
????譯者：秋閑 |
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????Detroit curmudgeon Peter DeLorenzo, who presides over the Autoextremist web site, attacked the presence of the ads on Monday Night Football as "the most egregious bits of boneheaded media placements in recent memory." A post on Fiat's Facebook page declared "I've had my Fiat for about 5 months now, and after seeing the J.Lo commercial I'd like to return it."
????The whole notion of using female celebrities to sell cars dates back to the 1950s, with Dinah Shore singing "See the U.S.A. in your Chevrolet," and doubtless it goes even earlier back, but apparently it still has legs. As of Thursday morning, the full-length J.Lo video had been viewed more than ten million times on YouTube, and the Fiat commercial alone was seen on 346,131 occasions.
????More significantly, Edmunds.com reports that Fiat considerations, a vital measure for a brand that is being reintroduced, have climbed 31% since the ad broke on September 12. As it happens, the biggest one-day spike, up 95%, came when the ad aired throughout the day on NFL telecasts.
????What's the connection between football and the 500?
????Well, it turns out some six million women are said to watch NFL games, and the anthropomorphic appearance of the curvy-cute 500 lands it in the same company as other "chick cars" like the VW Beetle and the Mini Cooper.
????Defending his choice of celebrity pitchwoman, Francois said in a statement: "Jennifer fits perfectly with the brand not because of who she is but because of what she is -- authentic, passionate, modern and a fighter determined to stand out from the rest."
????Whether creating buzz and consideration leads to showroom traffic and eventual sales will be another question. The "imported from Detroit" Chrysler 200, was hardly a standout competitor in the midsize segment, but it accounted for nearly half of Chrysler brand sales last month when 10,861 of them found buyers.
????The Fiat brand is still ramping up its dealer network, and the 500 has gotten off to a slow start. Since its relaunch earlier this year, 11,088 have found buyers, with 3,106 of the sales coming in August.
????Like other Fiat-Chrysler executives, Francois must divide his time between Turin and Detroit. As a Frenchman selling Italian cars to American buyers, he has been criticized for being out of touch with the U.S. market. Fiat, for instance, has developed a Gucci edition, which hardly seems likely to endear it to customers in the Midwest. Some of his other ideas have seemed tired, like glamorizing Chryslers by infusing its ads with attractive models in elegant settings.
????But Francois moves fast -- and confidently -- and he gets plenty of help from above. Like other Fiat-Chrysler executives, he remains tethered to CEO Sergio Marchionne and his Blackberry, who has his own very definite ideas about marketing. But Francois has unarguably brought some fresh ideas to an industry that for too long was satisfied to produce car ads featuring smiling couples and winding roads. I can't wait to see what he comes up with next. |
