American Isuzu Motors Inc. (AIMI) was awarded national honors for the effectiveness of the company’s 1999 SUV advertising campaign. The “Isuzu: No Cars” campaign, created by Goodby, Silverstein & Partners, won the Silver Effie® in the “automobiles/vehicles” category. This combined print and television ad campaign significantly raised consumer awareness of AIMI’s exclusive focus on the SUV market — that AIMI is America’s SUV specialist. In addition, the campaign was demonstrably responsible for a notable improvement in consumer attitudes toward Isuzu SUVs in most image categories.
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“We saw double-digit percentage increases in several important vehicle attribute perceptions such as value, prestige, and trend setting,” said Tom Cavanaugh, Executive Manager, Advertising Communications, SUV, “with an average gain of nearly seven percent in all other measured image categories.”
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More important is that AIMI not only met, it exceeded its sales goals during the late-1998 launch of the campaign. The dramatic improvement in sales continued through 1999 with each month showing steady sales increases month-to-month with year-ending SUV sales up 12 percent over 1998. As of the beginning of second quarter of the year 2000, sales of Isuzu SUVs are up 25 percent.
“We’re extremely proud of our marketing team,” said Gary Tucker, Vice President Marketing SUV. “The team members and our agency put together a winning effort for AIMI, and it is gratifying to see their efforts awarded by their peers.”
The EFFIE® awards began in the New York American Marketing Association in 1968. It is the only national award to recognize creative achievement in meeting and exceeding advertising objectives.
American Isuzu Motors Inc. is the U.S. distributor of Isuzu sport utility vehicles with a 10-year or 120,000 mile Powertrain Limited Warranty; commercial vehicles and diesel engines. For more information call (800) 662-2464 or point your browser to www.isuzu.com on the worldwide web.
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