Pontiac Uses Marketing Brochure Designed by Apprentice Team
One thousand consumers were quick to be the first in line to pre-order an exclusive version of the new Pontiac Solstice Roadster after the promotion was worked into last week’s episode of The Apprentice. It took only 41 minutes to sell out of the specially badged “First 1,000” Solstices.
“With the great response we’ve seen to the design and performance features being offered in our new Pontiacs, we were expecting many customers to jump at the chance to order one of the first Solstices,” said John Larson, general manager of Buick-Pontiac-GMC in a statement. “But we were thrilled that we achieved such amazing results so quickly.”
During the hit show, which airs Thursday at 9 pm on NBC, Pontiac ran a 60-second ad that showed off the vehicle and directed viewers to Pontiac.com/apprentice. At the site, consumers completed an online registration form that included a unique identification number. Only 15 minutes after the announcement, traffic at the site increased 1,393%.
Qualified buyers brought their registration form to participating dealers nationwide at 2 p.m. EDT on Friday. After the first 1,000 units were sold, the consumer could either choose to be placed on a waiting list, or place an order for a “regular” Solstice.
Orders were received from more than 650 dealers in 47 states and more than 4,000 customers were put on the waiting list. The Solstice early order program continues through April 24.
On The Apprentice, the two teams were tasked with creating a promotional brochure for the Solstice Roadster with help from top-notch photographers, graphic artists and models. The final products were presented to Pontiac executives.
Team Magna made an impression and Pontiac is using the brochures in its marketing. Kendra, who led Team Magna’s efforts, explained the elements of the new brochure, including its circular shape and its areas for a CD or DVD and a business card. During the photo shoot, Kendra conducted an impromptu focus group with nearby pedestrians, quizzing them on their reaction to the car. She reported that almost every person quizzed mentioned the word “desire.”
Co-producer Donald Trump raved about the vehicle during the show and said that the winner of this season’s Apprentice would receive their very own Solstice. The Solstice shown on the show retails for about $20,000, according to Pontiac.
Pontiac has been making investments in product placement and sweepstakes to introduce its vehicles of late. In March, Pontiac dangled $1 million to get consumers to use their camera phones to snap a picture of a G6. Pontiac staged cars in 15 cities and hosted radio live-remote broadcasts at auto shows and other events to give consumers access to the G6.
In February, GM and Buena Vista Studios partnered to give away at least 20 2005 Pontiac Montana SV6 Sport Vans to Regis & Kelly viewers who collected clues necessary to enter the sweepstakes. Contestants entered online or by mail and had to watch the show daily for a chance to win. The contest received more than 2 million entries
And, last September, talk show host Oprah Winfrey and GM teamed up to give every audience member a fully loaded 2005 Pontiac G6. The entire audience consisted of people who were in need of a vehicle.
“We’re in the middle of a product resurgence at Pontiac, and vehicles like the Solstice and G6 are key components,” said Mark-Hans Richer, Pontiac marketing director in a statement. “The confidence we have in these new products allows us to make some bold moves, like our appearance on The Apprentice, which resulted in the development of the Solstice sales brochure customers receive at dealerships.”
