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GM Certified Used Vehicles Launches Innovative "No Worries" Advertising Campaign


June 2005
 Filed under: GENERAL MOTORS CORPORATE Car News | GENERAL MOTORS CORPORATE Headlines

Unique Flash Card Approach Designed to Break Through and Differentiate Certified Pre-Owned Market Leader from Competition

DETROIT – General Motors Corporation (NYSE:GM) this month unveils a new national advertising campaign to support its GM Certified Used Vehicles business. Created by Mullen of Wenham, Mass., the new advertising campaign, with the tagline “GM Certified Used Vehicles: No worries,” launches the week of June 13.
The campaign uses a unique flash card approach designed to increase awareness of GM Certified Used Vehicles, the industry’s top-selling certified brand*, among used vehicle shoppers, educate consumers on the GM Certified program and drive traffic to GMCertified.com and the 3,700-plus GM Certified dealers.

GM Certified’s new ad campaign uses flash cards depicting used car problems to help remind consumers of the used car problems that GM Certified owners tend to forget about. There are a total of nine different flash cards in the campaign and images will consist of a tow truck, hitchhiking, call box, wheel shimmy, flares, hydraulic lift, inexplicable noise, breakdown lane and leaky oil.

The flash card campaign also highlights the benefits of buying a GM Certified Used Vehicle, such as a rigorous 110-plus point inspection, a three-month/3,000-mile comprehensive warranty and competitive financing.

“We believe our new campaign is a unique approach to advertising in the certified category,” said J. Schaffer, national advertising and marketing manager, GM Certified Used Vehicles. “In a category that’s not clearly differentiated, you need breakthrough advertising. We believe the flash card approach is an innovative way to express the attributes of GM Certified Used Vehicles to used car shoppers, increase the awareness of our certified program and drive customers to our website and dealers.”

Print and interactive advertising will drive the launch of the campaign, with ads appearing in a variety of well-known national print publications, including Essence, People, SportsIllustrated and Better Homes & Gardens, and on leading automotive shopping and listing websites such as AutoTrader.com, AOL Autos and Kbb.com. The flash card print campaign will include magazine inserts and half-page spread ads, while the interactive campaign will consist of a variety of unit sizes.

“We’re very confident in the effectiveness of this work, because not only did we build it off of real customer insight, but did it in conjunction with input from our dealers,” said Paul Pejza, manager, GM Certified Used Vehicles. “We are always receptive to the changing market conditions and the needs of our dealers. This new advertising campaign is only one of a number of tools that we offer dealers, providing them a competitive advantage in the marketplace.”

“’No worries’ should be what buying a used car is all about,” said Tommy Brasher, owner, Brasher Motor Co., Weimar, Texas, and a member of the GM Certified Used Vehicles Dealer Work Group. “With all of the other things customers are concerned about these days, their vehicle should be the last thing they need to worry about and our goal is to assure them they won’t.”

Understanding the increasing purchasing power of the Hispanic marketplace, the new GM Certified Used Vehicles ad campaign includes Hispanic-specific creative that tailors the mainstream general campaign to Hispanic consumers. These ads will appear in Spanish language publications and websites, including People en Espanol, Ser Padres and MSN Latino.

“Our goal for the campaign was to make the creative more personal to the consumer,” said Brad Audet, senior vice president/account director at Mullen. “‘No worries’ speaks to an emotional customer benefit. The certified category is driven by peace of mind, and for consumers to fully achieve peace of mind they need confidence that their used vehicle purchase and ownership experience is worry-free.”

About GM Certified Used Vehicles

GM Certified Used Vehicles, the number-one selling manufacturer-certified brand*, are high quality, reconditioned vehicles, available at participating Buick, Chevrolet, Oldsmobile, Pontiac and GMC dealers. All models are six years old or newer, have 60,000 miles or less, are reconditioned to stringent GM Certified Used Vehicles standards and must undergo a rigorous 110-plus-point inspection and reconditioning process. All GM Certified Used Vehicles are supported by a three-month/3,000-mile comprehensive limited warranty, a three-day/150-mile customer satisfaction guarantee, and 24-hour roadside assistance during the term of the warranty. For more information about GM Certified Used Vehicles, visit www.gmcertified.com, which features complete vehicle listings.

About General Motors

General Motors Corp. (NYSE: GM), the world’s largest automaker, has been the global industry sales leader since 1931. Founded in 1908, GM today employs about 324,000 people around the world. It has manufacturing operations in 32 countries and its vehicles are sold in 200 countries. In 2004, GM sold nearly 9 million cars and trucks globally, up 4 percent and the second-highest total in the company’s history. GM’s global headquarters are at the GM Renaissance Center in Detroit. More information on GM can be found at www.gm.com.

* Autodata Corp., U.S. Certified Pre-Owned Vehicle Retail Sales - 2004.

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