DETROIT -- To spread the word about the launch of its Envoy Denali, GMC didn't use the tried-and-true methods of shooting national commercials for different audiences or dubbing a generic spot in Spanish.
Instead, GMC created messages for specific audiences. It produced original spots aimed at black and Hispanic viewers in dedicated campaigns that will run on national and regional TV.
GMC's Spanish-language Denali campaign will be its largest such effort to date. The six commercials debut this month.
GMC says it produces specific ads for segments of its target audience about 80 percent of the time.
"The last thing we want to do is say, 'Can I have the Spanish words for this?'" says Dave Koziara, GMC's national advertising manager. "People will read right through that."
GMC has spent the past decade - and plenty of dollars - trying to reach Hispanic consumers.
Last year, it increased its overall ad spending by 24.5 percent over 2003, to $239.4 million, TNS Media Intelligence reports. GMC outspent General Motors' Buick, Cadillac and Hummer divisions combined on Spanish-language TV spots, according to TNS.
GMC sponsors the "Premios Fox Sports" awards show, the Hispanic equivalent of the ESPYs annual awards show on ESPN.
Since 2003, GMC's share of the Hispanic market has equaled its general U.S. market share, GM says.
"Hispanic continues to be an important market for us," Koziara says. "But we were investing before it was fashionable to do so. This is not a recent jump on the bandwagon."
The Hispanic campaign is titled "Real Everyday Pros."
It showcases heroes in the Hispanic community, comparing their personal qualities to those of the Denali line of trucks.
As part of the campaign, GMC also created a commercial targeted at black consumers. It features musician and actor Mos Def, an Emmy and Golden Globe awards nominee.
The commercial, called "Poetry in Motion," shows Mos Def with the Envoy Denali. Visual special effects bring parts of the vehicle together to form the new product.
"As we go on, we want to be able to successfully determine how to talk to our audience," Koziara says. "We want it to complement what we are doing."
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