If you’ve ever felt priced out of the electric vehicle market, or wish you could actually customize your ride from the ground up, Slate’s new EV model may be the answer you’ve been waiting for.
Slate offers bare-bones features and a “blank slate” philosophy bringing the fun (and potentially higher price points). The base model is intentionally stripped down, empowering buyers to personalize their vehicles through an extensive menu of over 100 accessories, ranging from practical upgrades to quirky design elements.
Slate teamed up with creative agency Mischief @ No Fixed Address to craft a launch campaign that leans into the lure of freedom of building one’s perfect vehicle.
Here’s what iSpot’s Creative Assessment platform revealed on actual viewer response to the campaign.
The Details:
- When benchmarked against the average non-lux auto ad (past year), the :90 “Introducing Slate” video stood out obviously for the new direction (Change) and Information conveyed in the ad:
- The ad also was more attention-getting than average and sparked some Curiosity as intended, while generally meeting normative Likeability, Watchability (both influenced by the longer length) and Relevance.
- Just over three in four recalled the Slate brand on an unaided basis after a single view (vs 83% category norm), but nearly 60% reported a positive willingness to consider the brand—easily outpacing the 46% average level (+13 pts).
- A strong logo alongside the opening “This is a Slate” audio could boost awareness levels for the brand, with a quick edit.
- The creative is suitable for broad audience media as it achieved at- to above-norm resonance across age/gender. Slate’s best audience was found among male viewers.
- The ad also was more attention-getting than average and sparked some Curiosity as intended, while generally meeting normative Likeability, Watchability (both influenced by the longer length) and Relevance.
- While “Introducing Slate” appealed to both near- (purchase or lease 0-12 months) and longer-term auto buyers, those one year out or more from a purchase/lease decision were the most positive:
- Given the demonstration in the video, reactions were most positive among those considering SUVs, pick-ups, EVs, vans, or large sedans.
- Comments on the spot reflect a good deal of intrigue and interest, with some finding the presentation a bit monotone/boring and of course, long. Shorter cuts would be recommended for additional exposures (and better budget optimization).
- Given the demonstration in the video, reactions were most positive among those considering SUVs, pick-ups, EVs, vans, or large sedans.
Sample comments on “Introducing Slate” :90 (among the 510 received on the ad)
“For everyone who’s in the market for a vehicle that’s customizable, I would say this is a great ad for those who want this type of vehicle in their possession. Its marketing and presentation is not like any other truck of its kind. Slate is a bold company to present this during an era of electric vehicles that are supposed to represent the future. And it’s good on them for being bold and forward.”
Female 36-49
“I loved this ad and everything in it, but mostly I’m extremely excited about the product. I hadn’t heard of Slate before, but I’m definitely going to look for more info, and there’s a decent chance that I’ll buy one of these cars.”
Male 36-49
“What a terrific idea of selling a brand new motor vehicle for a reasonable price without all the frills, unless you want to add them on voluntarily. It’s a great sales concept. I’m impressed.”
Male 50+
“The ad was too monotone and slow, it took too long to explain what was really going on and couldn’t hold my attention. The music was drab and not exciting enough for what is being offered.”
Female 21-35
“I’d like to know price range and why it doesn’t just come in-car style. What type of mileage can you expect? Fixed income, handicapped seniors, don’t want a truck or SUV? They need something easy to get into, easy on gas and as easy as possible on the pocket book.”
Female 50+
“Slate Auto is taking car buying to a new place. I really liked the ad because I really like a no-pressure, almost indifferent sales approach. The indifferent approach to options makes me feel like the option is my idea and now I have to have it.”
Male 50+
“I didn’t know much about Slate vehicles before, but liked everything they had to offer and the price and options. If I were to buy an electric car, this would be my first option to check out.”
Female 36-49
“I really liked this ad. It not only piqued my interest in Slate, but infused many elements of comedy, warmth, and creativity. I would get a Slate because it promotes creativity and out-of-the-box thinking.”
Male 36-49
“While the tone of the video was very monotonous and not engaging, it allowed for the product to stand out more for itself. It was extremely engaging as a new product on the market and fully customizable.”
Female 21-35
“I really like the idea of a cheap, no-frills base model pickup truck because most people don’t need all the fancy stuff in their vehicles. I just wish it wasn’t electric and would have a gas or hybrid option.”
Male 36-49
“This vehicle seems really cool. It seems like it might be electric? But it’s unclear. But it’s a very cool product and I am interested to see what it does and how it performs.”
Female 21-35
- Conversely, the video surrounding the launch event with fake businesses showing off their Slates was not at all understood by the majority who were not familiar with the brand/event:
- The 2:00 spot sparked notably more negative emotional response and sentiment reflecting the lack of clarity.
- Given these results, Slate could consider an awareness play on broad reach media with the :90 (or a shorter form) if possible, with followers of many different sports reacting positively to the :90 spot:
- Interestingly, response to “Introducing Slate” increased as the viewer’s household income rose, and skewed Caucasian, suggesting some targeting considerations:
Ineffective creative, even if delivered to the right audience, results in missed opportunity and performance shortfalls. Great creative delivered poorly also results in failed campaigns.
Schedule a demo to find out how your brand can partner with iSpot to quickly solve both challenges simultaneously, delivering high-performing creative while boosting the effectiveness of planning and in-market execution to achieve—and outperform—campaign objectives.
Creative Agency: Mischief @ No Fixed Address