Leo Burnett Detroit’s Buick Envision launch is a slam dunk
The new campaign for the “Official SUV of March Madness” is creating buzz
It’s time for buzzer-beaters, unforgettable plays and the future legends of basketball. During March Madness Buick is owning this iconic event, giving us all something to cheer for.
Leo Burnett Detroit has created a fully integrated campaign to introduce the newest Buick SUV – the 2021 Buick Envision – the Official SUV of March Madness.
This innovative SUV is all-new and all about you. It has a massaging driver’s seat, wireless Apple car play, automatic parking assist and more. Leo Burnett Detroit has developed two new TV spots to highlight these groundbreaking features. ‘Quadruple Take’ shows four sides of one woman making the most of the Envision’s new capabilities. A second spot called ‘So You’ shows the Envision in the context of the full Buick SUV line-up.
Leo Burnett Detroit also initiated several social activations to support the Envision launch. In ‘Spirit Squad’ a series of videos and gifs capture all of the emotions of March Madness. In the #EnvisionGreatness TikTok Challenge, viewers are encouraged to create their own ‘beat the buzzer’ videos with a unique shot. The team used the iconic CBS March Madness theme to instantly connect with basketball fans. This innovative TikTok idea is supported by key social media influencers with over 25 million followers. #EnvisionGreatness trended on TikTok receiving more video starts than #MarchMadness.
The 2021 Buick Envision takes the SUV to a new level, with style, power and technology. By leveraging these breakthrough features, Leo Burnett Detroit once again perfects its campaign execution.