Rethinking the new car launch

Car launches are big news here in Oz at the moment. Both Toyota and Holden are spending serious amounts of money promoting their new family cars.

Over in the US Pontiac are taking a very different approach with the launch of their G5, with all their ad spend going online.

Pontiac marketing director Mark-Hans Richer admits it’s a radical experiment but considers it a calculated risk due to the nature of the target market.

According to Richer the G5 campaign is costing around sixty percent less than a typical mainstream media launch.

After six weeks the campaign has proven a success with August targets exceeded by a whopping 185%.