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Buick Set To
Launch Television Advertising For All-New 2006 Lucerne
Beyond Precision, a new brand positioning and
advertising campaign for the Buick division of General Motors,
will break with television commercials on Nov. 21 for the 2006
Lucerne, an all-new luxury sedan. The campaign focuses on Buicks
quality by showcasing Lucernes luxury features and benefits
including QuietTuning and other technical innovations.
new tagline Beyond Precision speaks to
the care and exactitude the designers and engineers put into the
Lucerne. Beyond Precision exemplifies qualities that
resonate with people who want a car to reflect their intelligence
and that thrives on scrutiny with compelling attributes.
who design, engineer and manufacture Lucerne are some of the best
in the world, and have a near-fanatical way of looking at Lucernes
details, said Margaret Brooks, Buick marketing director.
We want advertising that shows the fruits of their labor
and spotlights some of Lucernes finest details.
television commercials from Buicks national advertising
agency, McCann Ericksons Birmingham , Mich. office, were
created. The commercials, focused on product attributes, are:
Millimeter (craftsmanship) From its gracefully
sculpted exterior design to its smooth yet responsive ride,
Lucerne reinforces Buicks reputation for attention to
detail inside and out. In this execution, a camera slowly pulls
out from inside a tight panel gap to reveal the Lucerne . The
voiceover says, Someone understands the difference even a
single millimeter can make in the way a car looks, drives and
And we just wanted you to know
alone. The voiceover relates the fanatical approach of the
Lucerne s engineers to the high level of quality todays
demanding new car buyers also seek.
(heated wiper fluid) A delicate snowflake meets its demise
in this spot featuring the Lucerne s heated windshield
washer fluid dispenser. The wiper fluid is heated to 149 degrees
and eliminates the inconvenience of scraping ice and grime from
windshields, a problem that has afflicted drivers since the
invention of wiper blades 75 years ago.
Head (QuietTuning) An Aachen HEAD (pronounced
Ah-Kin) is a digital recording tool that hears sounds inside and
outside of a moving vehicle. Buick Lucerne engineers regularly
use the Aachen Head, which mimics a human head of an average-sized
man, to capture sounds within the Lucerne s interior.
Lately though, Mr. Aachen Head hasnt been very
busy, because Buicks QuietTuning greatly reduces sound
levels inside the vehicle, as heard in this spot.
The new spots
tell the inside story about the engineering of the Lucerne in all
its obsessive, brilliant glory, said Marianne Fey,
executive vice president and group managing director of McCann
Ericksons Birmingham, Mich. office. We wanted to
highlight compelling product attributes that show this discerning
target what separates a true quality vehicle from the rest of the
commercials will be seen on a variety of news and lifestyle
A series of print
ads will launch on Nov. 22 in USA TODAY and Nov. 23 in the
New York Times and Wall Street Journal; and will run
throughout the year in a variety of magazines and newspapers.
Interactive inserts, coined Buzz Prints, that feature
product attributes of the Lucerne will begin running in
publications in February. Additional campaign components include
online advertising and promotional placements on some of
primetimes hottest shows.
Precision, the Lucerne is Buicks third new vehicle in
just over a year, following the LaCrosse midsize sedan and
Terraza crossover sport-van.
Lucerne offers an
array of options, including a V-8 or V-6 power, three trim levels
the well-equipped CX, elegantly appointed CXL or the
luxurious, performance-oriented CXS model. Standard on every
Lucerne are OnStar, QuietTuning Buicks exclusive
process to eliminate unwanted cabin noise and a four-year/50,000
mile warranty. The sedan has a base manufacturers suggest
retail price (MSRPs) ranging from $26,990 to $35,990. Lucerne is
engineered to meet a wide variety of customer preferences and
compete across a wide range of domestic and import entries in the
premium midsize and luxury segments.
about Lucerne and the entire Buick line-up is available for media
at http://media.gm.com and for consumers at www.buick.com.
McCann Ericksons Birmingham, Mich. office creates
advertising and integrated marketing communications programs for
Honeywell Consumer Product Group's Prestone, FRAM and Autolite
divisions; Buick Motor Division; General Motors Corporation (Global
and Corporate Advertising); Delphi; Detroit Medical Center; and a
variety of other clients.
is the world's largest multinational advertising agency system,
with operations in 131 countries. It is part of the Interpublic
Group of Companies, Inc. (NYSE: IPG). To find out more about
McCann Erickson, visit its Web site at www.mccann.com.