2008 Mercury Mariner Builds On Momentum With New High-Tech Computer Generated Ads

2008 Mercury Mariner Builds On Momentum With New High-Tech Computer Generated Ads

The 2008 Mercury Mariner – the nameplate that has helped put Mercury back on consumers’ consideration list – is arriving in dealerships this month supported by an ad campaign designed to build on its momentum of attracting new, younger, and more diverse customers to the Mercury brand.
The ad campaign, created by Y&R Team Detroit, employs the latest 3D computer-generated animation technology to create visually captivating images of the 2008 Mercury Mariner that focus on the vehicle’s design features and its available hybrid powertrain.

“We’ve put a lot of creative power behind these ads because we want to underscore the design sophistication of the 2008 Mercury Mariner,” said Mike Richards, Lincoln Mercury General Marketing Manager. “The Mariner is a very important vehicle to our line-up as it has proven to be very effective in attracting new customers to the Mercury brand. The latest sales data shows more than a 48 percent conquest rate for the Mercury Mariner* and that it has been well-received among a diverse range of consumers.”

Cutting-edge advertising opens new dimensions: More than 50 percent of Mercury Mariner customers are female, compared with 40 percent female customers for the overall Mercury brand.* In addition, the average Mercury Mariner customer is younger than the average Mercury customer: age 47 v. age 55.*

To appeal to these consumers, Mercury created an ad campaign that employs sophisticated photography techniques and draws the eye to the Mariner’s contemporary design. The first TV spot for the 2008 Mercury Mariner, titled “Sound Waves,” opens with Mercury spokesperson Jill Wagner posing the question, “What happens when an idea strikes just the right note?” Wagner taps the Mercury logo and sound waves reverberate and take shape in the form of the Mercury Mariner. The image then comes into focus to highlight the new design features of the vehicle, both inside and out.

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