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Buick Eyes Younger, Hipper Drivers With New iPad Ads

April 20, 2010
2010 Buick LaCrosse

2010 Buick LaCrosse

Buick's skid from sporty family ride to stodgy senior-mobile was a long, slow one, and the road back to younger consumers has been decidedly uphill. Last week, we reported that after topping out at 72, the average age of Buick drivers has finally begun to drop, and thanks to a new ad campaign running on the Apple iPad, that figure may slide a little further.

Buick is one of just six advertisers featured on the Wall Street Journal's new app for the Apple iPad. The ads are full-page, positioned between sections of the paper. As you might expect, they feature multimedia content (like video clips), and tapping on them allows readers to learn more about Buick vehicles. The ads currently feature the 2010 Buick LaCrosse sedan.

This is the second General Motors brand we've seen featured on the iPad -- the first being Cadillac, whose 2011 CTS Coupe occupies a prime position on the Cool Hunting app. That's a pretty remarkable feat for a company criticized for being slow, dated, and out of touch. Even more remarkable is the fact that, unless we've missed something, we haven't seen similar partnerships emerge from Ford, Chrysler, Toyota, or other well-known brands. GM deserves a very big round of applause for getting ahead of the curve on this one.

Furthermore, to partner with a highly visible partner like the Wall Street Journal is a major coup. We're sure GM's paying a substantial sum for the spot, but the demographics of iPad owners and WSJ readers seem to overlap perfectly with Buick's target of middle-aged, well-heeled, consumers. The LaCrosse owners' average age probably won't drift into Camaro territory, but installing sippy-cup holders for backseat riders might not be a bad idea.


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