Mini and BMW Rated First and Second on Brand Loyalty List
According to JudgeService research that surveyed 28,800 car buyers, Mini topped the list for OEMs, or original equipment manufacturers, for brand in-market loyalty. The vehicle achieved top ranking for the second year. Meanwhile, BMW took the second spot in the UK in terms of brand loyalty. The study looks at buyer preferences of those who make an initial inquiry with a franchised dealership but end up buying from another dealership despite sticking with the same make and model vehicle. Two-thirds of Mini customers stuck with their original brand choice after making a purchase somewhere else. BMW loyalty wasn’t far behind, with 63% of buyers sticking with their initial vehicle choice.
“Our research highlights the power of aspirational premium marques in driving brand loyalty, as demonstrated by the strong performance of Mini and BMW. Although the top 10 was dominated by the premium German marques, the strong performance of Toyota and Ford demonstrates how mainstream players can also engender brand loyalty through delivering desirable products and promoting customer loyalty through their dealer networks. Proof that brands viewed as more traditional volume players can still build lasting relationships with customers,” said Neil Addley, JudgeService’s Managing Director.
Rounding out the next two spots were Land Rover and Mercedes-Benz. Audi landed the number 5 spot, while Volkswagon held the sixth spot. Meanwhile, Jaguar, Toyota, Volvo, and Ford commanded the seventh through tenth spots, respectively.
Learn more about the survey’s findings here: https://judgeservice.com/resource/mini-and-bmw-triumph-brand-loyalty-survey
Buzzard’s Roost Introduces New Customer Loyalty Program
Whiskey maker Buzzard’s Roost announced a new customer loyalty program that will allow its Ambuzzadors (i.e., members) early access to new whiskey releases, invitations to Buzzard’s Roost tastings, and chances to participate in barrel picks. Other perks of membership include a special pin and a loyalty card that entitles members to an exclusive experience at Buzzard’s Roost Whiskey Row Experience in Louisville, Kentucky, when they buy any six bottles of the brand’s whiskey.
Judy Hollis Jones, CEO of Buzzard’s Roost, shared, “We’re excited to embrace our customers with a warm ‘Kentucky hug’ as Buzzard’s Roost Ambuzzadors. Customer loyalty is extremely important to us as we continue to expand across the country, and we invite all interested whiskey lovers to join our flock of Ambuzzadors.”
Buzzard’s Roost is a female-led company distributed across 20 markets, with more distributions planned for 2024. Anyone interested in joining the loyalty club and becoming an Ambuzzador can sign up on the Buzzard’s Roost website.
Prospective Ambuzzadors can sign up here to get exclusive access.
Avios E-Foil Surfers Ad Makes Strong Case for Joining Loyalty Program
After an 11-year hiatus from major advertising, IAG Loyalty launched one of its most creative and ambitious marketing campaigns in hopes of widening its customer base. IAG owns Avios, which is the global loyalty currency for British Airways, Vueling Club, Iberia Plus, Qatar Airways, Aer Lingus Aer Club, and Finnair Plus.
The 90-second advertising spot called “Everyday” showcases 35 e-foil surfers dressed in regular clothes, seemingly relaxed as they glide their way over the ocean waters toward their dream vacation. One is carrying flowers for a loved one, another is enjoying a latte, and some are carrying shopping baskets and bags. Meanwhile, one relaxed surfer is just hovering along in his bathrobe. Boris Martinez, known for his work on the James Bond film “No Time to Die,” and e-foil expert Adrian Valios brought the visual metaphor for Avios loyalty to life with almost entirely in-camera effects.
“Our new campaign marks a step change in our marketing approach. It’s the first time in over a decade that we’ve given Avios its own stage,” said Elizabeth Cunningham, IAGL’s Head of Brand and Marketing.
Directed by Uncommon Creative Studio’s Sam Walker, the ad conveys that everyday purchases, from coffee to taxi rides, can be opportunities to earn points toward flights, hotels, and more. The production team cast a visual portrayal emphasizing the ease of integrating Avios into daily life.
“We wanted to create a powerful visual idea, the feeling of everybody going about their everyday lives, all shot completely in-camera,” said Walker.
The campaign is IAGL’s most significant investment to date. It will be broadcast this year in the U.K. across TV, out-of-home, cinema, video-on-demand, social media, and digital channels.
Watch the “Everyday” ad here: https://www.youtube.com/watch?v=wiSswT2fJ7w
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Original Article Links:
Mini and BMW top brand loyalty list, reports JudgeService
Buzzard’s Roost: New Customer Loyalty Program
Avios Stages a Striking Stunt With E-Foil Surfers in Ad for Loyalty Program