Earlier this month, Will Ferrel made a splash with a series of commercials for Dodge,
pitching the Durango SUV as Ron Burgundy, the lead character from the movie “Anchorman.”
The commercials were hilarious and popular — a few racked up more than a million views on YouTube.
They were also really effective.
According to a recent YouGov BrandIndex survey, there was a noticeable uptick in Dodge’s buzz score, purchase consideration, and word of mouth ratings after the commercials first aired on October 5.
Buzz score measures if people have a negative or positive impression of Dodge, and is measured from -100 to 100. Word of mouth considers which brands respondents have discussed with friends and family in the past two weeks.
Purchase consideration — obviously the most important, since Dodge would really like to sell these cars — asks if respondents are considering buying the brand.
The survey covered adults who plan to buy a car in the next six months.
After October 5, Dodge’s buzz score went from 15 to 21, a high for 2013. Purchase consideration went from 16% to 20%, and word of mouth went from about 7%, down to 5%, then up around 13%.
In July, purchase consideration topped 25%, during an annual clearance event that coincided with TV spots starring rapper Pitbull.
Here’s the chart:
Now enjoy one of “Ron Burgundy’s” commercials:
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