Recently, I was part of a New York City Ad Club panel discussion featuring three digital marketing chiefs: Amy McNeil of Fiat Chrysler Automobiles, Lee Nadler, of Mini USA and Thomais Zaremba of Ford. They shared great insights.
They know consumers resist “hard-sell” brand ads, especially in the younger demographics. I’m not saying a hard-sell ad doesn’t have impact. It does. But younger consumers value relevancy to their vision of themselves.
I’ve said it before, today people don’t test drive cars. Instead, they try them on like fashion accessories. Never before have we seen transportation and personal communication come together like they do in today’s connected car.