GM and MRM/McCann launch Certified Story Time

The global car industry’s in trouble so the biggest car manufacturers are trying all manner of wheezes to spark it into action. One of the problems is that people have finally wised up to the phenomenal depreciation of cars once they’ve been bought.

So manufacturers are trying to win a bigger share of the used car market too. GM in the US is introducing its Certified Pre-Owned scheme (the used cars come with roadside assistance etc) and MRM/McCann in Detroit has been charged with promoting it.

Through some quite winning (presumably fictitious) customer stories – ‘Certified Story Time.’

There’s more but you get the drift.

Is this advertising or content – or a hybrid (not just popular in the car market these days.)

Works.

MAA creative scale: 7.

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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