“That’s Not A Buick” Ad Proves Scientifically Effective

Have you noticed your own level of “engagement trace” during the latest Buick commercial campaign? These are the commercials where invariably someone proclaims “That’s not a Buick” when he or she is confronted with a new Buick.  The message therein: adjust your expectations; Buick isn’t what it used to be.

As for this mysterious “engagement trace,” that’s what scientists use to measure moment-by-moment focus on some media. Innerscope, a consumer neuroscience firm, measured the engagement trace in 50 volunteers, in addition to heart rate and breathing patterns, while they watched a Buick spot.

The result was “one of the highest overall levels of emotional engagement” Innerscope had ever seen, according to GM Authority. Engagement trace is measured on a 100-point scale. Sixty-five implies a baseline level of engagement. The volunteers who were watching the “That’s not a Buick” spot scored in the 80s.

At Warsaw Buick GMC, we’ve found that driving a Buick is highly engaging as well. Visit us today and find out!

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