Delphi Launches Year 2 of Its Recognition Effort

Delphi Automotive Systems is launching two TV spots in an effort to build on the awareness last year’s campaign developed, said marketing director Bill Lafontaine.
Lafontaine said last spring’s campaign, which included Delphi’s first TV spots ever, helped triple consumer awareness. “We were the $29 billion company no one had ever heard of” before the spots aired, he said.
McCann-Erickson in Troy, Mich., created the ads, which break Jan. 29 during ABC’s Delphi Indy 200 broadcast from Orlando, Fla. They will also air locally in Detroit the next day during the Super Bowl telecast. The two spots created last year will also continue to air, Lafontaine said.
The goal of the ads is to showcase Delphi’s technological advancements but remain “approachable and palatable” to people, Lafontaine said.
The campaign maintains the tagline “Driving tomorrow’s technology.” The media buy includes MSNBC, Headline News, sporting events and technology shows on the Discovery Channel and the Learning Channel. A print component breaks this week in business newspapers, including The Wall Street Journal, The New York Times and USA Today. A magazine ad will run in business periodicals next month.
Formerly a subsidiary of General Motors, Delphi split from the automaker last May and became a publicly traded company. As last year’s efforts did, this year’s work has a secondary goal of painting a positive image of Delphi for investors.
Lafontaine declined to reveal spending, but said the media schedule is heavier this year than last. Delphi spent almost $12 million on measured media advertising through October of 1999, according to Competitive Media Reporting.