Case Presentation

Attention Millennials! Automobile Manufacturers

Adapt For You

Group 3
 Introduction
The Millennial generation is the largest generation
and is attractive to marketers due to its size and
purchasing power.

Millennials spend more time on social media than any

other group, leading to advertisers spending $17.7
billion on mobile advertising in 2014.

44% want an open dialogue with brands using

social channels.
55 % feel a recommendation from a friend is the
strongest influence.
 Automobile manufacturers' efforts
Fiat with the campaign “Endless Fun”: featured
seven-year-old memes and .gifs featuring bizarre
images of things like people dancing around a Fiat
in horse masks.
⇒ Incredibly strange

Honda's #UnBuenFit commercials mock the

way automobiles are traditionally marketed to
Hispanic millennials, instead poking fun at
clichés with an overly zealous Latino guy who is
unimpressed with mundane things young adults
do with their cars.
Ford's success Understanding millennials' priorities

a. Encourage Millennials to talk about

the brand with one another.
If Ford tell them how great the new Ford Fiesta is, they won’t
notice, but when their friends and family tell them, they’ll pay
attention.

b. Millennials’ love of technology through new

technology called MyFord Touch.
MyFord Touch performs many tasks while consumers are driving,
including syncing their phones, reading their texts, adjusting the
temperature, and making dinner suggestions.

c. Being edgy and entertaining.

Ford created Doug, a rude-mannered and irreverent orange sock
puppet, to improve the Ford Focus' image on social media such as
Twitter and Facebook.
 Question 1
Clutter role to Ford's promotion Program involvement role to Ford's promotion

Ford uses various strategies to attract the attention Ford uses large cluster of commercials which
of the customers are proven to have negative effects for the
Give 100 cars to customers and ask them for customers.
feedback every month. However, the real case of Ford indicated the
Ford appeals to Millennials’ love of technology opposite result. They received the positive
through new technology called MyFord Touch. outcome and successfully captured the
Create a spokes-character named Doug which is attention of customers.
rude-mannered and irreverent with joking
replies. => Program Involvement is a significant factor
that contributing to the success of Ford while
=> Confused the customers Clutter have no role to Ford's promotion to
captured Millenials' attention
Question 3
 Stimulus factors
a. Size
in advertising f. Isolation
The size of Ford Fiesta 2014’s In the MV, the car Ford Fiesta - stimulus
campaign is large with network object, is separated from other objects
coverage all over the world, in the first scenes when main characters
especially in America. come to the car.

b. Intensity g. Format
The intensity and repetition of the The manner in which the main message
campaign is impressive with more than is represented is music
a half of the music video is the Audiences can not clearly understand
appearance of Ford Fiesta the message that the brand wants to
transmit
c. Attractive visuals i. Interestingness
The brand drew consumer attention to
In advertising, the brand builds the story
the advertisement because of the view
around 2 main characters within their
of hills, sunshine and nature among the
experiences and their love
main characters

d. Color and movement j. Information quantity

Bright colors such as yellow, blue and Information quantity takes up a small
green. part of the whole commercial. The
information about the main object is
scanty.
 Question 4
a. According to Table A, which types of media are least likely to be ignored by Millennials?

Radio ads and Newspaper ads are the least likely types of media to be ignored by Millennials.
Social media is also very popular with younger adults.

b. How do the media that are least likely to be ignored compare with what media other surveys
show Millennials prefer?

Radio ads and Newspaper ads are the least likely types of media to be ignored by Millennials
but another survey found that Instagram stories are the preferred format for millennials (60%)
compared to other platforms.

For twenty to thirty-year-olds, the most engaging sorts of media are those that allow them to
interact with others, are clever and intriguing, and are pleasurable to use.
c) Assume that television advertising is a part of d) Imagine that your target market is a
your promotional mix. How would you handle the different demographic. How would your
fact that a large part of your target market is answers to the previous parts of this question
multitasking while watching television? change?

Insert advertising after known-to-be-popular If the target demographic is Baby Boomers,

episodes of the show. traditional types of advertising such as television
and radio commercials may be more effective,
Multitaskers can be successfully distracted by using as watching TV/movies at home ranks among
loud noises, bright lights, and unexpected sounds. the most popular entertainment activities for
Baby Boomers.

Using famous people who are relevant to the target

If the target demographic is Generation Z,
demographic, such as athletes, artists, and other
however, it may be more beneficial to focus on
celebrities, might improve the likelihood that the digital advertising such as social media and
advertisement will be seen. video gaming commercials.
 Question 6
Brand Image: The perception of the brand in the minds of the customers.

Seating comfort,
Luxury, high quality easy mantenance

Economic, good Expensive, olympics

for family use

Achivement,
Technology advanced
confidence, success
 Question 6
High price
Perceptual Map

Low quality High quality

Low price
 Lessons learned from the case study
Digital and Mobile Dominance: Millenials are highly engaged with digital communication
=>Prioritize on digital advertizing

Importance of Authenticity: Millenials respond positively to genuine brand

=> Brands should build authentic connection

Influence of Social Media: Millenials value peer recommendation and connection on social media
=>Focus on creating engaging contents to encourage Millenials share their experiences

Embracing Technology and Innovation: Millenials are early adopters of technology

=> Brands should leverage technology, digital platforms

Tailor experiences and Personalization: Millenials appraciate personalized experiences

=> Brands should focus unique experiences
 References
Dmitriisytyi. (2014, November 23). Perceptual maps. Marketing Audit of Renault & Volkswagen; Marketing
Audit of Renault & Volkswagen. https://rockstarsbm.wordpress.com/2014/11/23/perceptual-maps/
Pahwa, A. (2016, September 20). What is Brand Image? Explanation and Examples. Feedough; Feedough.
https://www.feedough.com/brand-image-explanation-examples/
McCracken G. How Ford Got Social Marketing Right [Internet]. Harvard Business Review. 2010. Available
from: https://hbr.org/2010/01/ford-recently-wrapped-the-firs
2014 Ford Fiesta Commercial- La La Love- Fiesta Movement [Internet]. www.youtube.com. [cited 2023
May 30]. Available from: https://www.youtube.com/watch?v=fzyWwytzkE0
Mothersbaugh & Hawkins (2020) [Internet]. Google Docs. [cited 2023 May 30]. Available from:
https://drive.google.com/file/d/1lND7Tlhr33k1BIojP4o4_WpJZyAP8dPd/view

Thanks for your attention!