Buick’s challenge is that they are either forgotten about or thought of as a grandfather’s car when consumers enter the luxury car buying process. They also have a very loyal, but aging, existing consumer base that they are very concerned about alienating. So all the work that we do needs to change perception, while still remaining true to who they have been as a brand.
ACD/overseeing website, CG, photography & social
Our goal was to give users what they wanted when they wanted it. So we designed a site that learns from every click, and customizes the user’s experience without getting in their way. It couldn’t give them too much too fast, but it had to have everything a consumer could want readily available.
We also revamped the CG and photography process to create assets that worked across all media.
It’s all well and good to say we’re new, we’re different, we’re not your grandfather’s car company any more, but if you don’t explain how or why you’re different it’s just words. We talked with the Buick design team and found out their inspirations, and then created a scrolling site that conveyed the intention and feeling of the new Buick.
Social allowed us to push the brand out of old and stodgy. We launched Buick on Instagram, Pinterest and Vine and significantly increased the fan base and engagement on Facebook and Twitter.
To demonstrate unexpected luxury in smaller car, we had artists create miniature paintings in the actual size and shape of typical web banners. Each banner featured timelapse video of the art’s creation.
Buick \ GMC \ WD \ Lenovo \ Bank of America \ Easton \ Virgin Mobile \ adizero/Dick’s \ Pony \ ESPN Zone \ Peace Players \ Daughters & Sons \ OC Fair \ Harley Davidson \ One Day For Good \ Orphans