Enclave Ad Wins Luxury Auto Campaign of the Year

MyBuick app ‘Landing’ commercial captures Nielsen award

BuickEnclave-LandingAd
BuickEnclave-LandingAd

NEW YORK – As the New York Auto Show kicked off today, Buick’s “Landing” commercial was recognized as Nielsen’s 2013 Luxury Campaign of the Year in its eighth annual Automotive Advertising Awards.

“We’re highlighting some great and unexpected features available across the Buick lineup,” said Sandra Moore, director of Buick marketing. “The Enclave recorded its best-ever sales in 2013, so it’s very rewarding to see our messages resonating with consumers and we’re honored to receive this Nielsen award.”

The ad features a family returning home from a trip to a warmer climate. As their plane lands in wintry conditions, the father uses the MyBuick app to access OnStar RemoteLink through his smartphone. He remotely starts the Enclave, which actuates the heat on the standard automatic climate control and activates the available heated front seats so the family can arrive to a warm car in the frigid parking lot.

Remote start functionality requires an active OnStar connection. Every Buick in the U.S. and Canada comes standard with five years of OnStar RemoteLink Key Fob Services and six months of an OnStar Directions and Connections plan.

The awards are based on the results of Nielsen’s national TV ad effectiveness surveys. They consider the ads’ ability to be recalled, have correct brand association, have the message or call to action remembered, and to be well liked.

The Luxury Campaign of the Year results are specific to viewers in the luxury demographic: adults 25-54 years old with a household income of $75,000 or above. Ads that were part of the same vehicle or branding campaign were evaluated together. They were evaluated based on combined performance on ad recall, brand recall and likeability.

Buick is an international modern luxury brand offering vehicles with sculpted designs, luxurious interiors and thoughtful personal technologies, along with responsive-yet-efficient performance. Buick is attracting new customers with its portfolio of award-winning luxury models in North America and China. Learn more about Buick cars and crossovers at www.buick.com, on Twitter @buick, on Pinterest or at www.facebook.com/buick