When I was 12, I was obsessed with cars and driving. I couldn’t wait to drive. I don’t really love cars very much anymore – except for my own! I know there are car fanatics out there and especially people who love a particular brand, like Lamborghinis. This is important to recognize, considering that in 2007 there were only 2,406 Lamborghinis purchased. These people LOVE their cars.
Lamborghinis owners must be very excited about the fact that Lamborghini commercials can be downloaded on iTunes. That’s right, Lamborghini owners can put free ads about their cars right on their iPod. I guess this means they won’t have to take a picture of their car with them on vacation (similar to how I used to take a picture of my cat on vacation). Who, other than owners and Lamborghini enthusiasts, would download these podcasts? Especially when they are immediately available on You Tube? Clearly, a lot of people.
The Italian car brand isn’t the first luxury automaker to place ads for free download. Lamborghini now joins Porsche, BMW and Audi in the world of podcast. BMW uses podcasts to show interviews with executives and Audi uses them to show their involvement in the upcoming movie Iron Man. Both are creative decisions that wouldn’t have been successful television spots.
Lamborghini uses the opportunity to show how a car is made and the decisions that go into customizing a car – basically a video brochure for the car. Instead of looking at a paper brochure, Lamborghini consumers can make their decisions while watching the “Making a Lamborghini Your Lamborghini” podcast. This will make choosing Corset Black or Boxing Glove Blue for the color of their seat seams more exciting with the James Bond music in the background.
Their “Closer to the Road” commercials are available on podcast as well. These spots would be easily relatable for Lamborghini owners who most likely feel that they are low to the road. Being closer to the ground would make things like going through a drive-thru (do Lamborghini users actually eat fast food…) and dropping off mail in a postbox more difficult. These commercials play on that concept exclusive to owners.
I hope all Lamborghini owners are blessed with long arms.
