Buick’s eAssist integrates a lot of innovative technologies to give their full-sized LaCrosse the kind of fuel efficiency you’d expect from a compact car. The problem? While the Buick brand voice is warm and inviting, these technological innovations have a way of sounding clinical and cold. For that reason, we created a range of executions in different media that helped bring the various technologies of eAssist to life. Far from dry and technical, we engaged consumers in unexpected ways that reinforced Buick’s more human and welcoming approach to luxury.

The result of our integrated campaign has been a big success among consumers and clients alike. Since the launch of the new campaign, research has shown consideration for Buick - as well as ‘excellent’ opinion ratings - have increased to new highs. As of December of 2011, awareness and opinion are the highest they’ve ever been, with Buick now outselling luxury brands like Acura, Infinity and Audi. Although harder to quantify, our clients have voiced a high level of enthusiasm as well. In fact, one of the key marketing clients ran on the spot while shaking our executive creative director’s hand to thank him for the success of the eAssist launch.

We began the introduction of Buick’s eAssist technology with a nationally televised film that explained something dry and technical – namely, how eAssist saves fuel by switching from petrol to electric power at a stop light - in an unexpected way.At the same time, we took Buick to a place you might not expect a 100-year-old brand to be: The digital edition of Wired Magazine. As a premier publication for technology-lovers and early-adopters alike, it was the perfect place to talk about Buick’s latest innovation. We also created an interactive display called ‘The Human Wind Tunnel’ at the Times Square Wired Store over the holidays. With the goal of humanising the clinical sounding ‘optimised aerodynamics,’ we invited people to discover their own drag coefficient against 40 mile an hour winds. Digital captures of the event allowed participants to share their experience across social networks.