Irvine-based carmaker Karma Automotive started its second network television campaign promoting its new luxury Revero model as the “most beautiful electric car you have ever seen.”
The sporty white car is shown cruising along the coast in Malibu and taking in the nightlife in Hollywood as a voice-over promotes the automaker’s Southern California roots.
The “Born in California” spot debuted during CBS’ precoverage of the 2018 Masters Golf Tournament.
Karma Chief Revenue Officer Jim Taylor pointed out that the Masters kicks off in the spring, when warm weather makes cruising particularly enjoyable.
“The Masters is one of the largest media platforms of the year, especially for our customer audience,” he said in a statement. “This is the right broadcast for us to tell our exciting story and continue the launch of the Revero and Karma brand.”
The company also wants to emphasize the merging of car culture, technology and design in California.
It opened a showroom and its first company-owned dealership in Newport Beach last year, which it just expanded, the Business Journal reported last week. The $130,000 Revero launched in 2012 as the Fisker Karma.
Real-Time Data
Mobile market research firm MFour Mobile Research introduced a data platform that can show real-time, location-based information on a brand’s customer as opposed to simply tracking data.
The Path-2-Purchase platform debuted this month.
MFour co-founder and Chief Executive Chris St. Hilaire said companies know the term “path to purchase” is important but can’t agree on what it means.
“We created our Path-2-Purchase Platform not only to provide clients with visibility into consumer journeys in the real world, but to finally give a clear definition of the term itself,” he said. “Our goal is to democratize market research with validated consumer insights for everyone, so that it is accessible to all decision makers within an organization, starting with the C-suite.”
MFour’s clients will be able to see the locations customers have visited, how frequently and for how long. The platform also implements real-time surveys to capture a consumer’s motivation and emotion during the purchase cycle, according to the firm.
The data is obtained by tracking 2 million U.S. consumers across more than 12.5 million locations.
MFour tracks consumers via mobile apps.
Search Party
Yum Brands Inc. in Louisville is looking for an agency offering dedicated search engine optimization solutions for its Irvine-based brand, Taco Bell.
The review doesn’t include traditional or digital planning/buying duties and won’t impact its long-standing relationship with Deutsch, according to AgencySpy.
The Mexican-style fast-food chain made waves in February when it became the fourth-largest U.S. restaurant after reporting a sales boost of 5% last year and hitting $9.8 billion—dethroning rival Burger King, whose sales grew 1.5% to $9.3 billion.
The company credited its growth to making the chain more convenient for customers and to its plan to install self-service kiosks in restaurants by next year.
Taco Bell also continued to expand its dollar menu with last month’s addition of a Triple Melt Burrito and Triple Melt Nachos. It plans to introduce 10 more items this year in an effort to meet its goal of introducing 20 items this year.
