0.6741 N,
23.47314 E
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Hummer
The Humvee, or Hummer, was created for military use in battle. To increase sales in 1994, AM General began to market the vehicle to ranchers and farmers as an industrial utility for work in the fields. We called AM General and suggested they were missing out on a huge, untapped opportunity. AM General listened and hired us as their new agency to devise and implement a strategic re-positioning for the Hummer, from military-grade farm utility vehicle to military-grade luxury exotic SUV.
The brand platform was all about being unstoppable, about empowerment - being capable of conquering any and all obstacles. Something rooted very much in the psyche of the highly successful, high-end executives, athletes, and entertainers we were targeting. The marketing transformed the Hummer into a cultural icon with a cult-like following, increasing sales exponentially and generating a ten-fold return on the marketing investment.
The effort culminated in an acquisition by General Motors.
“Few brands in the last ten years made the impact and created the kind of focused marketing excitement as Hummer.” - Ron Zarella, President of GM North America.
0.6741 N,
23.47314 E
Up Next
Up Next
Scroll Down
Up Next
Hummer
The Humvee, or Hummer, was created for military use in battle. To increase sales in 1994, AM General began to market the vehicle to ranchers and farmers as an industrial utility for work in the fields. We called AM General and suggested they were missing out on a huge, untapped opportunity. AM General listened and hired us as their new agency to devise and implement a strategic re-positioning for the Hummer, from military-grade farm utility vehicle to military-grade luxury exotic SUV.
The brand platform was all about being unstoppable, about empowerment - being capable of conquering any and all obstacles. Something rooted very much in the psyche of the highly successful, high-end executives, athletes, and entertainers we were targeting. The marketing transformed the Hummer into a cultural icon with a cult-like following, increasing sales exponentially and generating a ten-fold return on the marketing investment.
The effort culminated in an acquisition by General Motors.
“Few brands in the last ten years made the impact and created the kind of focused marketing excitement as Hummer.” - Ron Zarella, President of GM North America.
0.6741 N,
23.47314 E
Up Next
Up Next
Hummer
The Humvee, or Hummer, was created for military use in battle. To increase sales in 1994, AM General began to market the vehicle to ranchers and farmers as an industrial utility for work in the fields. We called AM General and suggested they were missing out on a huge, untapped opportunity. AM General listened and hired us as their new agency to devise and implement a strategic re-positioning for the Hummer, from military-grade farm utility vehicle to military-grade luxury exotic SUV.
The brand platform was all about being unstoppable, about empowerment - being capable of conquering any and all obstacles. Something rooted very much in the psyche of the highly successful, high-end executives, athletes, and entertainers we were targeting. The marketing transformed the Hummer into a cultural icon with a cult-like following, increasing sales exponentially and generating a ten-fold return on the marketing investment.
The effort culminated in an acquisition by General Motors.
“Few brands in the last ten years made the impact and created the kind of focused marketing excitement as Hummer.” - Ron Zarella, President of GM North America.