Will Ferrell may be moving the consumer perception meter for Dodge and might be bringing in some customers too.
The three-week old campaign, featuring fictional 70s TV news icon Ron Burgundy, has achieved Dodge's best perception numbers with potential car buyers this year, and boosted its purchase consideration levels.
Dodge’s previous best perception high in 2013 with car buyers came after a huge run in the wake of two Americana-themed ads at the Super Bowl, paying tribute to this country’s farmers.
Dodge’s purchase consideration peaked in 2013 with potential car buyers during its annual summer clearance event in July, coinciding with the new “multicultural millennial” TV spots featuring rapper Pitbull for the re-designed Dodge Dart.
Dodge was measured with two of YouGov BrandIndex’s scores: Buzz, which asks respondents “If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"; and Purchase Consideration, which asks "When you are in the market next to purchase items in this particular category, from which of the following brands would you consider purchasing?”
All respondents are adults 18+ who plan on purchasing a new car in the next six months.
YouGov BrandIndex’s Buzz score ranges from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback. The Purchase Consideration scale is from zero to 100%.
On October 5th, when the first Ron Burgundy ads premiered, Dodge’s Buzz score was 15. It has since moved up to 21, its 2013 high. In the same time frame, Dodge’s Purchase Consideration score has gone from 16% to its current 20%.
Dodge’s Purchase Consideration high for 2013 so far was toward the end of July when it reached a 26% score.