Double-Teaming Olds: Moroch, Burnett Cooperate on Test Promo For GM’s U.S. Savings Bonds Rebate Offer

General Motors’ Oldsmobile division is testing a promotional campaign supported by TV, radio, newspaper and point-of-sale advertising from Leo Burnett in Chicago. Regional Olds shop Moroch & Associates of Dallas assisted with strategic development.
Aiming to stand out among automaker rebate offers, Olds is offering $3,000 in U.S. Savings Bonds with the purchase of an Olds 88 between Aug. 1 and Sept. 30.
The promotion is running in four test markets and may expand to more cities and possibly nationwide later this year, said Sandra Reid-Smith, Olds 88 assistant brand manager of marketing. Initially, the offer is being tested in Houston, Milwaukee, Cincinnati and Rochester, N.Y.
The savings bonds will be offered in various denominations so consumers can give them as gifts, if they wish, Reid-Smith said. Olds 88 buyers also have the option of $1,500 cash back or 2.9 percent financing, she said.
“Most of our customers are very value oriented,” Reid-Smith said. “We’re trying to get a little bit above the clutter. Everybody is offering cash back. Hopefully this puts us a little bit above and people will see the value of what we’re trying to do and it will motivate them.”
The campaign includes “Snake,” a 30-second TV spot. A boy, whose parents have just bought an 88 and handed him the savings bonds, talks about different things he could buy with them, including a snake.