CLIENT
HUMMER
Lance Elson, Interactive Manager
Mike DiGiovanni, General Manager
Liz Vanzura, Dir. of Advertising and Sales Promotion
Trina Barta, Advertising Manager
Bob Kiple, Field Advertising Manager
AGENCY
Mike Densmore, Dir. of Client Service
Chris Jensen, Management Supervisor
Lance Jensen, Co-Founder and Exec. Creative Dir.
Gary Koepke, Co-Founder and Exec. Creative Dir.
Shane Hutton, Creative Dir.
Will Uronis, Creative Dir.
GM Planworks
SUMMARY
Year one objectives for the launch of the new HUMMER H2 were daunting: 38,000 units; highest sales among large luxury SUV's; 40 times the volume of the predecessor H1; strong appeal to non-GM owners; and dramatically increased appeal and share among women. The challenges facing the H2 were similarly imposing: highly polarizing and male dominated images of the brand, a burgeoning anti-SUV backlash, a limited media budget, and no planned incentive budget. Against this backdrop, the H2 went from nowhere to segment leader in its first year and emerged as a GM flagship brand. All year one objectives were exceeded. The HUMMER H2 advertising cut through the clutter with significantly less spending than competitors to establish the brand as a major player in the large luxury SUV category.
