Buick’s integrated campaign for its new Envision SUV leveraged its NCAA March Madness sponsorship rights through a set of TV commercials and social content fronted by champion cheerleader Morgan Simianer (from the Netflix docu-series ‘Cheer’) and several college team mascots.
The marketing push invites viewers to Envision the future with a hoops-led fanfare which was not only worthy of national college basketball champions but also of anyone who makes everyday moments worth celebrating.
The campaign was spearheaded by a series of TV commercial and digital videos including ‘Cucumbers’, ‘All Of You’, ‘Cannon’, ‘Trombone’ and ‘Signs’.
The videos were supported by a set of social media content deployed through the tournament.
The campaign was conceived and created by agency Leo Burnett Detroit, helmed by Director Jordan Brady and produced by kaboom.
The campaign as created for the General Motors’ Buick Division marketing team which included Buick Social & CRM Manager Mallory Woodrow and Buick Head Of Media Strategy, Experiential Marketing & Partnerships Anthony Biondo by a team at Leo Burnett Detroit.
The creative agency group working on the project included SVP Director Of Integrated Production Brian Dooley, Associate Creative Director/Writer Tom Topolewski, Associate Creative Director/Art Director Dan Councilor and Account Director Digital And Social Angela D’Aristotile.
The production company was kaboom with Director Jordan Brady, Executive Producer/Owner Lauren Schwartz and Producer/Head Of Production Steven Sills.
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Buick is an official sponsor of NCAA March Madness and owns the rights to the Buick ‘NCAA March Madness In-Vehicle App’ which grants an all-access pass to the tournament with live game coverage and highlights, from the First Four to the championship game.
This is the second time Brady and Leo Burnett teamed up to cheer for Buick’s March Madness campaign and follows on from last year’s promotion.
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