GM BuyPower Banners Play Up Preparedness

NEW YORK GM launched a contest on NetZero’s auto channel today aimed at getting prospective car buyers to test-drive the Web site. The promotion follows a banner ad campaign that broke on major automotive Web sites last Friday.

Some of the first half-dozen ads show buyers on the verge of purchasing GM cars relaxing poolside or playing golf, with supporting copy that implies that the use of made car research, price quotation and dealer locating so effortless as to afford leisure time. The campaign focuses on the relaxation of the BuyPower-“prepared” car shopper at the point of sale, a counter-argument against “information fatigue” in sites offering undifferentiated data.

Two other ads emphasize GM’s selection of 52 models and seven brands. One pictures a screen shot of the improved site itself. The tagline is “Your car. Your choice. Your way.” The contest ads rotate featured vehicle models and beckon Web surfers to “Start Driving Your Dream Vehicle” by using the BuyPower site to find an ideal vehicle on a dealer’s lot.

Zentropy Partners, a part of McCann-Erickson WorldGroup