The art of flogging cars in a downturn

by David Prideaux, marketingdirectmag.co.uk 19-May-09, 19:30

David Prideaux, executive creative director at Publicis Dialog

Flogging cars in 2009 is about as hard as it gets. Few people have got any money and even fewer seem to know whether they should buy diesel, hybrid or electric. So where do you start?

Well, Mini are sending out an email inviting drivers to their 50th birthday extravaganza at Silverstone. No mention of prices or saving planets, but it sounds fun. And to help get the party started they want me to play "the MINI Honk-Along". This involves clicking on Minis so they honk out the tune to Happy Birthday. Hmmm. LIDA has always done fantastic work for Mini, but I'm not sure this is up to their usual high standards. Definitely better than your average email, but missing that random eccentricity this brand usually has.

Honk Along: 'missing the Mini eccentricity'

Hyundai are trying to engage me with a newsletter, their "regular round-up of news, views and offers". Newsletters are a Frankenstein-like creation (the clue is in that Orwellian compound noun) and it's always difficult to raise them above the level of Parish Notes. This one is jam-packed full of news and a clearer hierarchy of information would possibly make it a bit easier to digest. Nevertheless, the wealth of offers and competitions pricks your interest and the left-right scrolling makes it a more engaging experience than most. I'd be even more tempted if they copied their US counterparts, where Hyundai are offering redundancy cover with their new cars and cleverly positioning themselves as the consumer's ally against the recession.

Hyundai: jam-packed with news

Hyundai: 'a more engaging experience than most'

Mazda have created a microsite to launch the Mazda 3 Sport Compact. It's intelligently put together, contains loads of useful functionality and does a good job of showcasing the new car. I can win a new car and the government scrappage scheme is well signposted, so it feels as if they're trying to help me. If I had a criticism it would be that it all feels a bit cold and clinical.

Mazda site: a good showcase for the Mazda 3 Sport Compact

Mazda site: 'lots of useful functionality but a bit cold and clinical'

Finally a piece of DM, fast becoming the industry's wallflower, as we fall for the flashier charms of its glamorous electronic sisters. This invites me to my local VW dealer to inspect the new Golf. Why should I bother? Well, the new Golf has a classy interior and to demonstrate the point the invitation arrives in a moleskine lined envelope. Great. A simple story elegantly told through a clever tactile idea and delivered in VW's unmistakable deadpan style.

VW Golf mailer: 'simple story, elegantly told'
VW golf: 'simple story, elegantly told'

As the new technologies become more commonplace and more familiar, maybe direct mail will become more unusual and, when handled as well as this, more responsive. My old Golf's looking a bit knackered - who cares about economic or polar meltdown, I think I'll give them a call.

Critique credits

1. Mini
Agency LIDA
Creative director Shaun Moran
Copywriter Dan Wright
Art director Ali Alexander
Designer Marek Charytonowicz

2. Hyundai
Agency Carlson Marketing
Executive creative director Piggy Lines
Copywriter James Minta
Art director/designer Austin Humberson

3. Madza
Agency Syzygy
Creative director Aaron Martin
Art director: Martyn Gooding
Copywriter Helen Small
Designer Tomas Flodr
Flash designer Mark Caswell-Daniels

4. Volkswagen
Agency Touch DDB
Executive creative director Guy Bradbury
Copywriter Chris Lapham
Art director Deborah James