Automotive advertisers need to lift their game
Delightful commercials for Kia and VW illustrate that it is possible to make car ads that resonate with audiences
More than half a million new vehicles were sold in SA in 2018, generating sales revenues of R503bn. The automotive sector is highly lucrative, and the competition for market share is fierce. Effective advertising strategies in this competitive landscape are therefore critical, yet the majority of recent automotive advertising, according to a recent AdForum, appears to be missing the mark.
The panel of experts included Deon Wiggett, founder and creative director of Fairly Famous; Brenda Khumalo, client lead at Wunderman SA; Mongezi Mtati, marketing manager at Ornico; and John Davenport, chief creative officer at Havas. The panel was facilitated by Phumi Mashigo, founding partner of Ignitive...