The tag line of a new marketing campaign for certified used General Motors vehicles promises: "No worries."
The print and Internet campaign for the GM Certified brand begins June 13. It focuses on unpleasant experiences associated with used-vehicle ownership. Ads that resemble grade school flash cards depict such mishaps as mechanical breakdowns and oil leaks.
Consumers can avoid these headaches, the campaign suggests, by buying GM Certified cars and trucks. GM Certified vehicles have limited factory warranties and are inspected before they are sold.
J. Schaffer, GM Certified's national advertising and marketing manager, says the campaign seeks to overcome consumers' concerns about used vehicles.
GM sold 150,410 certified used vehicles from January through April. That was a 4.8 percent increase over the same period in 2004.
The GM Certified brand includes Chevrolet, Buick, GMC, Pontiac and Oldsmobile used vehicles. Cadillac, Saab and Saturn have separate certified programs.
A new study by J.D. Power and Associates concludes that most buyers of used vehicles place no value on certification and won't pay extra for it. The GM campaign is designed to emphasize the importance of certification.
The Mullen ad agency of Wenham, Mass., created the campaign.
The Internet portion of the campaign will feature banner ads on third-party Web pages and animated flash cards that spin and fly, Schaffer says. The flash cards suggest that owners of GM Certified vehicles need not worry.
More than 3,600 GM dealerships sell GM certified vehicles. Paul Pejza, manager of the GM Certified program, says the 14-member GM Certified dealer advisory board contributed to the campaign's development.
Tommy Brasher, a Chevrolet and Buick dealer in Weimar, Texas, is on the advisory board. He says he likes the ad campaign because it is simple. "Because of the inspections that we go through and the warranties that are on the cars, 'No worries' is a simple way of expressing our faith in our certified program," Brasher says.
Brasher says he sold about 500 used vehicles in 2004. About half of those vehicles were GM Certified, he adds.
GM print ads use flash cards that depict mishaps such as oil leaks and mechanical breakdowns to tout certified used vehicles.
GM Certified is placing the print ads in such magazines as Cooking Light, Ebony, Men's Health, Rolling Stone, Smart Money and People.
Internet banner ads for the campaign will appear on such Web sites as AutoTrader.com, cars.com and Univision.com.
Ads also will run on the Internet search engines Google.com, Yahoo.com and MSN.com.
You may e-mail Arlena Sawyers at [email protected]