Question

Topic: Advertising/PR

Step Up

Posted by Anonymous on 4/17/2005 at 7:10 PM ET 125 Points
I have an ad campaign idea for my Lincoln Mercury client called "Step Up"-i.e Step Up to Luxury, Step Up to Style, Step Up To Better Service... But with this idea I want people to realize they can step up in these things, but not in price. Need a slogan that ties this all together-Any ideas out there? Also, any ways to launch this campaign would be greatly appreciated. FYI-We're trying to capture a younger audience too with some of the newer models like the Mercury Mariner and Montego along with the new Lincoln truck, the Mark LT...It's the idea that we're not your Grandma's Car anymore...really you can get a Linocln LS for the same price as a Camry, Sable, Impala, so "Step Up" that's the idea anyway. Your thoughts/ideas would be appreciated.
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RESPONSES

  • Posted by koen.h.pauwels on 4/17/2005 at 8:13 PM Accepted
    Hi adgirl,

    Maybe the right slogan is hiding in your question: how about: 'for the price of a camry, you can step up to Lincoln: step up in style, step up in luxury, step up in service....'

    Koen
  • Posted on 4/17/2005 at 10:42 PM Accepted
    It seems to me that you have two different ideas here fighting for a single spot in the customer's brain: (1) "step up," and (2) "we're not your grandmother's car ..."

    Those are very different ideas. And it seems to me that the "step up" idea is in conflict, to a degree, with the "not your grandmother's car ..." idea. If the marketplace doesn't already think Lincolns and Mercurys are a "step up," you have a repositioning challenge that is almost insurmountable.

    You will have to convince them to change an existing perception, and you'll need a lot of proof to persuade them. And you have a price issue to overcome too. If the brands really are a step up, then how come they don't cost more? It doesn't hang together. Things that are a step up should cost more.

    Now, as for "not your grandmother's car ...," how are you going to convince people that's true? What is it about the cars that make them a young person's car? You'll have to make a strong case there too.

    I guess the point is that you need to worry more about the value proposition itself, and not so much about the slogan or tagline. Once you get a viable value proposition, THEN it's time to express it in a tagline or slogan.

    My suggestion: dig deeper on the unmet needs of the target audience, and see if you can find one that your client satisfies in a unique way. The two ideas you've come up with are going to be very hard to make stick, in my opinion.

    I'll be interested to read what others here have to say.



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