Buick Named 2013 Luxury Auto Brand of the Year for Advertising

Creative approaches lead to top honors

 

 

Ace Metrix has recognized Buick as a 2013 Brand of the Year for its creative advertising campaign last year.

The Ace Score is the measure of ad creative effectiveness based on viewer reaction to national TV ads. A unique sample of at least 500 people, representative of the U.S. TV viewing audience, scores each ad.

“Buick took the Luxury Auto category – winning with a steady cadence of clever ads that focused on technology, performance and value. They edged out Mercedes and BMW for the top spot,” said Toula V. Thomas, director, insights & analytics at Ace Metrix.

This award follows the brand’s fourth consecutive year of retail sales gains. Buick’s U.S. retail sales – those to individual customers – for 2013 were up 13 percent over 2012, reaching the highest level since 2006. Total U.S. Buick sales increased 14 percent in 2013, also the highest in the past seven years.

“This award reinforces that our campaigns are really speaking to consumers and spreading the word about Buick’s great lineup of luxury vehicles,” said Sandra Moore director of Buick advertising and sales promotion.

In addition, an Enclave ad called "Landing" was the highest-performing luxury or non-luxury automotive ad since Ace began testing in 2009. To date, Ace Metrix has tested nearly 2,800 automotive ads, and “Landing” outperformed the luxury auto norm by 20 percent. Enclave recorded its best-ever sales in 2013.

To be considered for Ace Metrix Brand of the Year, brands must have debuted five or more unique pieces of creative advertising within an industry or category containing more than 100 pieces of creative and five qualifying brands. A brand’s body of work decides the award.