Hummer H3

Table of Contents
Situation Analysis P.2
Campaign Strategy P.12
Creative Strategy P.18
Public Relations Strategy P.30
Media Strategy P.34
Appendix P.42
Since the early 1990s, HUMMER has been a powerful and industry experts to uncover insights about what truly
drives the brand. These insights have fed directly into a

force in the automotive industry. The brand has attracted the atten-
tion of many and the intense affection of a devoted niche market. In communication strategy that will capture the attention of the country,
the last two decades, HUMMER has created a lineup of unique, luxury and at the same time promote awareness about the H3 and encourage
vehicles with superior off-roading capabilities that action from the target customer. The strategy inspires a bold
have brought the company great success. and attention-grabbing creative plan that uses surprising
Despite all of this, the HUMMER has storylines with three characters to show the target
not yet reached its true potential. market just how they can assert their individuali-
Past marketing campaigns have ty with a HUMMER H3. The campaign’s revolu-
been unsuccessful at adopting tionary media plan starts small, first building
a niche mentality that would buzz at local levels to re-establish HUMMER
truly resonate with the brand’s as a niche brand. It then goes large-scale,
target market. AMPLIFY’s Make using a variety of media outlets, both tradi-
Your Own Path campaign takes tional and nontraditional, to touch the right
a new approach, by empha- people across the country. HUMMER’s posi-
sizing the exclusive aspects of tion in the marketplace is further enhanced
HUMMER’s newest line, the H3. by a multi-faceted publicity plan that allows
The campaign appeals to the heart of HUMMER to communicate with its key stakeholders
what consumers love most about the H3: its more effectively than ever before. AMPLIFY’s campaign
ability to make the driver unique. By re-positioning not only speaks to consumers, but also interacts with them
HUMMER as a brand to which its target customer can truly relate, through an innovative promotion plan that involves the target on mul-
AMPLIFY’s Make Your Own Path campaign will take HUMMER and the tiple levels and gets them truly excited about the H3. With the Make
H3 line to the next level. AMPLIFY has conducted extensive research Your Own Path campaign, AMPLIFY promises strategies that make
and spoken to H3 owners, non-owners HUMMER H3 the leader in the off-road capable SUV market.
p. 1
Let Your Brand Live Out Loud.

Situation Analysis
Brand Timeline A study of HUMMER H3’s situation provides insight about
1983 – AM General wins a produc- where the brand has been, and where it must go
tion contract with the U.S. Army to
produce a light, tactical vehicle for
military operation
Key Insights The HUMMER H3
1992 – After gaining interest from
1. Consumers purchase HUMMER Affordable price points
the mainstream public for its per-
H3s to assert their individuality and differentiate themselves • Standard model starts at $33,390
formance in the Persian Gulf War,
from others • Adventure model starts at $35,960
AM General begins to produce a
• Luxury model starts at $38,365
Humvee for civilian use, known as
2. H3 drivers view the vehicle as more than a mode of
the HUMMER
transportation; they see it as a companion and playmate to Exceptional standard features
1999 – The HUMMER brand is
which they are highly devoted • Luxury interiors
bought by General Motors
• Modern safety features, the H3 earned 4.5 stars in
2003 – General Motors begins pro- 3. H3 drivers see their cars as superior to all other vehicles, government frontal crash tests and 5 stars in side
duction of the H2 including the H2, other SUVs, and luxury sports cars impact tests
2005 – Production of the H3
• Sharp and unique appearance
begins 4. H3 drivers place a high value on the “go anywhere” • OnStar free for one year
2006 – The original H1 is capabilities of their vehicles, whether or not they actually • Unbeatable off-road performance stars in government
discontinued take them off road frontal crash tests and 5 stars in side tests
2007 - The H3 Alpha is
• Tight turning radius of 11.3 meters
introduced 5. H3 drivers believe the vehicle adds flavor to their lives • Electronically controlled full-time four wheel drive
2009 – The H3T (HUMMER pickup) and enhances their day-to-day experiences
system
is introduced. Sichuan Tengzhong
purchases the HUMMER brand 6. Those who have had first hand experience with HUMMER Only vehicle in its class able to
from General Motors vehicles are far more likely to purchase an H3 than those
• Climb a 16 inch vertical wall
2010/11 – Sichuan Tengzhong who have not
• Scale a 60% grade hill
plans to release the H4 • Traverse a 40% slope
A Brief History Potential Weaknesses

Though the HUMMER is a commercial brand today, it origi- • Fuel economy, officially 14 MPG city and 18 MPG
nated as a military vehicle called the “Humvee.” After gaining highway, though some drivers have reported up to 21
attention during the Persian Gulf War, it was converted to a MPG highway
civilian vehicle by AM General. The brand was later sold to • Five cylinder horsepower engine, while main competi-
GM who reinvented it as the H2 and eventually, the smaller
AMPLIFY * Let Your Brand Live Out Loud.
tors have six cylinder engines

H3. The HUMMER brand was sold in 2009 to a Chinese • Automatic transmission option does not come
equipment company, Sichuan Tengzhong. HUMMER and the standard
H3 model have captured attention across the world and won
the adoration of many. Supported by exceptional marketing
communication, HUMMER will continue to be a key player in
the niche automobile market for years to come.
p. 2
Competitive Analysis Industry Timeline
HUMMER’s competitors are midsize SUVs with off-road capabilities. The H3’s four main competitors include: Jeep Wrangler Rubicon, Toyota FJ Cruiser,
Land Rover LR2 and Nissan XTerra. 1990 – SUVs begin to gain popular-
ity in consumer market
2000 – SUV sales peak
Vehicle Strengths Weaknesses 2007 – SUV sales begin to decline
due to bad economy and skyrock-

Jeep Wrangler Rubicon
• Removable hard and soft top • Complicated top operation eting gas prices
Starting from $29,565
• Superior off-road performance • Vague steering 2008 – SUV sales drop 39% from
15/19 MPG
• Rugged styling • Clumsy handling previous year, midsize drop 45%
• Reasonable price • Interior noise (with soft top) 2009 – SUV sales begin to rebound
• Sirius radio • Lack of refinement 2010 – SUV sales expected to sur-
• 2 doors pass sedans
• Poor gas mileage
Toyota FJ Cruiser
• High horsepower • No satellite radio, poor basic model
• Reasonable price radio
17/22 MPG
• Capable off-roader • Cramped rear seat
• iPod jack • Common windshield cracking
problem
• Poor fuel economy
Land Rover LR2

• Large engine • Expensive
• High payload capacity • Lower horsepower than competing mod-
15/22 MPG
• Luxury interior els
• Quality Sound System • Small interior
• Capable off-roader • Poor fuel economy

Nissan XTerra
• High horsepower • Small wheels
• Reasonable price • Little head room
16/22 MPG
• Quality suspension • Large blind spot
• Capable off-roader • No metal grill or brush guard available
• Poor fuel economy
p. 3
[The H3] is without a doubt my favorite vehicle
Situation Analysis
I have ever been in. It’s like a drug. When you
drive it you just feel good - Sean, survey respon-
dent and H3 owner
Consumer Analysis
AMPLIFY conducted and analyzed a variety of research, both primary VALs
and secondary in order to uncover insights about HUMMER H3 and its The VALs system classifies consumers into seven categories based
position in the minds of consumers. AMPLIFY first analyzed demograph- on their values and lifestyles. AMPLIFY used this system to identify
ic and geographic information via the Choices III database, news articles two categories of HUMMER customers: innovators and experiencers.
and industry databases. The researchers then conducted an extensive Innovators are successful people with high self-esteem, who are likely
survey of 377 consumers, 49 of which were HUMMER owners and 328 to be seen as trendsetters. They have cultivated tastes and enjoy niche
of which were non-owners. Findings from secondary research and the products and services with an upscale appeal. Their image is based
survey were further investigated through nine one-on-one interviews on independence and personality. Experiencers are young consumers
with key HUMMER stakeholders, including owners, bloggers, dealers who value products that are new, offbeat and risky. They find excite-
and those with strong anti and pro-HUMMER attitudes. ment through experiences and want to look good and have the newest,
trendiest and coolest products. Experiencers enjoy exercising, sports,
outdoor recreation and socializing.
HUMMER owners are the weekend warrior Owner Perspectives

Through owner surveys and interviews, AMPLIFY uncovered the
type person, that probably has a job…most
following insights:
of these guys are working men and women • H3 owners have a love for their vehicle that goes far beyond the
that like to work hard during the week and feelings of an average consumer for his or her car,; HUMMER
owners are also passionate brand advocates

play hard on the weekends. – Brian Dooley,
• Owners identify The H3’s “go anywhere” attitude and uniqueness
HUMMERguy.net
as their favorite aspects of the vehicle
• The H3’s off-roading and extreme driving abilities are highly
valued by owners, even those who do not off-road

Demographic Profile
• Owners like to deviate from the crowd and believe their vehicles
The typical HUMMER owner is a professional college graduate who
help them to do so
lives in the Southwestern United States. While most H3 owners are
• Owners see themselves as trendsetters
between the ages of 35 and 54, a significant number of owners fall
• Owners believe that their car plays a role in defining
between 25 and 35. 60 percent of H3 owners are married, and owners
their identity
with two children are 20 percent more likely to purchase a HUMMER
• Many owners make purchases as an expression of taste
than the average consumer. HUMMER owners are likely to be profes-
• Owners are not concerned with the negative opinions of others in
sionals- people in management and business operations are 33% more

regard to the HUMMER brand
likely than the average consumer to own a HUMMER. Gender does not
• Owners are at least somewhat concerned about gas prices, and
seem to affect HUMMER purchases, as HUMMER owners are 50% male
believe the H3 has a fuel economy superior to its competitors
and 50% female.
• Owners are not concerned about the sale of the HUMMER brand
to Chinese company Sichuan Tengzhong
p. 4
Non-Owner Perspectives
Many non-HUMMER owners express a strong aversion to the HUMMER
brand. In surveys, 71.3% strongly disagree with the statement “I would
consider buying a HUMMER for my next car.” When asked what words
come to mind when they think about HUMMER, non-owners chose
negative words at a rate far greater than owners. Non-owners also had
largely negative perceptions of H3 owners. They were commonly described
by non-owners as “arrogant,” “extravagant,” and “anti-environmental.”
Non-owners seem to be less concerned with deviating from the crowd than
owners and far fewer identify themselves as trendsetters. They are also
significantly more concerned about gas prices than owners- they identify
Brand Personality and Perception
The HUMMER brand has a very strong following, but it is also the victim
poor gas mileage as the top “negative” aspect of the H3 in both survey and
of passionate anti-sentiment. This dichotomy is a defining aspect of both
interview responses.
HUMMER’s personality and its perception. The H3 is seen as an obnoxious
gas guzzler by some and a capable and tough ride by others. The H3 has
Honestly, I don’t see the necessity of owning a car an “I don’t care what anyone thinks,” attitude that attracts the affection of
that size. I usually see HUMMERs and think, ‘Wow, some and the animosity of others.
that’s someone who desperately wants to impress

Competitor Positioning
others. And it’s not working.’
• Toyota FJ Cruiser: This vehicle is closest in appearance to the H3, and
– survey respondent and non-owner attempts to appeal to off-roaders. However, it is perceived to be less
unique than the H3 and of lower status
Brand Analysis and Product • Land Rover LR2: Land Rover owns the position of luxury in the mid-
size SUV market, and is perceived to be a less rugged off-roader than

Positioning the H3
• Jeep Wrangler Rubicon: The Jeep Wrangler appeals to a niche

The H3 has been positioned in the mid-size SUV market as a highly market of off-roaders and does not reach as far into the general non-
capable luxury vehicle that is extremely unique. While not all offroading market as the H3; The Wrangler is positioned to appeal to
consumers hold favorable opinions about the HUMMER brand, a younger consumer than the H3
it has come to occupy a distinct position that appeals to a highly • Nissan XTerra: The Nissan XTerra is positioned as a no-frills mid-size
devoted niche group of consumers. SUV with many of the off-roading capabilities of its competitors, but
few of the luxuries

Brand Position
HUMMER is set apart from its competitors by its distinct appearance and
unique features and capabilities. The current tagline, “Like nothing else,”
perfectly illustrates the position HUMMER has taken in the mind of the
consumer. There truly is no other vehicle like a HUMMER, and only a
certain type of person would purchase the brand. Past positioning efforts
have won widespread recognition for the H3 as one of the most capable
off-roading vehicles on the market. In addition, the H3 is positioned as a
trendy and luxurious status symbol that is fun to drive.
p.5
Situation Analysis
Category Creative Analysis

Just like the vehicle itself, the HUMMER brand’s creative strategies
have broken the mold created by other SUV brands. Though most
creative messages have been extremely successful, others have fallen
short because they have failed to recognize the needs of the target
audience or have positioned HUMMER too close to its competitors.
Successful Messages
Successful messages in the HUMMER H3 campaign are those that
emphasize the vehicle’s strengths and focus their attention on
a niche group of consumers, rather than the wider automotive-
buying public. The most effective HUMMER messages do not try to Unsuccessful Messages
deemphasize negative aspects of the brand, nor do they attempt to Unsuccessful messages either focus on issues that are not of concern
disprove stereotypes or misconceptions. They simply emphasize the to HUMMER’s target market or aim to refute negative assumptions
aspects of HUMMER that HUMMER lovers care about. This includes about the HUMMER brand. An example of the former can be found in
the vehicle’s ability to bring about feelings of toughness, rebel- the integrated marketing “HUMMER Helps” campaign. This campaign
lion, empowerment and luxury in the included television ads that show-
driver. It also includes the HUMMER’s cased HUMMER’s role in Hurricane
unique appearance, state-of-the- art
Car buyers concerned about fuel economy Katrina and other relief efforts, as
features and capabilities as a serious well as a microsite where HUMMER
aren’t going to buy a truck with the aero-
off-road vehicle. owners could share stories about
dynamics (and approximate size) of a the ways in which their vehicles
Thus, successful HUMMER H3 messag- condominium. HUMMER needs to stop had helped people. For those who
es emphasize both the lifestyle of the
trying to satisfy every constituency in the already dislike the HUMMER brand,
HUMMER driver and the features of this campaign came off as more
market, and build on its strengths - Roger
the vehicles themselves. They appeal concerned with image enhance-
not only to the consumer’s rational Dooly, marketing blogger at FutureLab.net ment than genuine social
side, but also to his or her emotional responsibility.
side. Though they are often offbeat, successful HUMMER messages
maintain a high level of taste and political correctness. Equally ineffective messages aim to generate mass appeal for
HUMMER by refuting stereotypes about the brand. For example,

HUMMER’s tagline, “Like Nothing Else” is its most successful brand the “It’s not magic, it’s the midsize H3,” campaign included a series
message of all, as it communicates the idea that HUMMER has no of ads meant to prove that the H3 gets decent gas mileage, fits into
comparison. normal parking spaces, and can be used as an everyday car. Many
were not convinced.
p. 6
Memorable Ad Summaries
Skeleton New Math
This “bare bones” ad served as the basis for later H3

This informational ad demonstrates an H3 performing extreme off-
commercials. It shows a black H3 powering through desert terrain
road maneuvers, each accompanied by a statistical statement about
to hard-hitting rock music, followed by the text tagline that appears
the vehicle’s capabilities. The final statement is “spend under 30k.”
after most H3 ads: “HUMMER. Like Nothing Else.” It is primarily a
This advertisement is more information-heavy than the typical H3
product demonstration ad, but also makes subtle lifestyle cues.
advertisement and was considered successful in informing those
concerned about product specifications.
When Monsters Mate The Escape
In this off-beat humor, storyline-based ad, a giant robot and

This longer (one minute 30 second) off-beat humor, storyline-based
Godzilla-like creature meet in a crowded city and fall in love. The
ad shows three friends carrying out an elaborate escape plan from
Godzilla-like creature becomes pregnant, and gives birth to a

their office with a ladder made of paperclips and pencils. After
HUMMER H3 as the words “HUMMER H3. It’s a little monster”
some close calls, they finally escape and take off in a shiny new H3,
appear on the screen. The television ad was supported by a mini-
which they take promptly off-road. The words “Escape Greatly”
Web site where users could re-watch the ad, get more information
end the commercial. This ad combines many of the most successful
about the H3, and read the full version of the monster-robot love
aspects of H3 messages, including an emphasis on the vehicle’s abil-
story. Though this commercial aired only once (during a Super Bowl
ity to help the driver escape mundane situations, a focus on promi-
broadcast around the time of the H3’s release) it is widely consid-
nent off-roading potential, and humor.
ered one of the best and most memorable HUMMER ads of all time. p. 7
Situation Analysis
Competitor Messages
Toyota FJ Cruiser 10 Nissan XTerra

Tagline: One Rule: Your Rules Tagline: Everything You Need, Nothing You Don’t
Communication messages
for the FJ Cruiser primar- The XTerra’s messages focus

ily focus on the vehicle’s on the vehicle’s functionality
off-road capabilities and and ruggedness. The XTerra is
toughness. Like HUMMER, portrayed as a serious vehicle
the FJ Cruiser’s messages that gets back to the basics
give special attention to the of what an SUV should be. Its
vehicle’s ability to handle messages are more serious
extreme driving situations than HUMMER and its other
and to the driver’s adventurous and independent spirit. While the brand competitors, and focus more on male consumers and older age groups than
occupies a position similar to HUMMER’s, FJ Cruiser ads feature fewer luxury the other brands. Humor is used sparingly in Xterra messages. Though highly
appeals and less humor than HUMMER messages. Overall, FJ Cruiser messages resonant with the target consumer, Nissan Xterra messages fail to gain wide-
are less memorable and resonant than HUMMER messages. spread visibility for the brand.
Jeep Wrangler Rubicon Land Rover LR2

Tagline: Have Fun Out There Tagline: Go Beyond
Land Rover ads focus on
Jeep’s messages primarily focus a lifestyle of active luxury
on the vehicle’s role in enhancing based on a long history of
the driver’s outdoor recreation quality. Though off-roading
experience. While they empha- is sometimes referenced in
size the vehicle’s off-road capa- Land Rover messages, it gets
bilities, they take a lighter, less much less attention than it
serious tone than many HUMMER is given in the messages of
messages. Common ad themes include sex, quirky humor, fast-paced driving HUMMER and other main competitors, and the focus instead turns toward
scenes and references to outdoor recreation. Jeep’s status as a highly rec- luxury. Because Land Rover is one of the oldest SUVs, its messages also focus
ognizable, cult brand is largely due to the highly resonant messages it sends on the brand’s rich history. Many Land Rover messages are also targeted at
out. However, Jeep fails to create a “luxury” image for its brand through its women, most often mothers. While very visible and highly resonant with
messaging, which likely contributes to the brand’s inability to break into higher groups in the highest income levels, Land Rover messages may make the brand
income groups. seem exclusive. Additionally, their concentration on luxury may dissuade some
consumers who are interested in off-roading.
p. 8
* Me
** Fo
Media Usage Analysis Newspapers
Sections commonly read by HUMMER owners:
Since HUMMER began to advertise in 2000, the brand has used
• Classifieds
both traditional and non-traditional media strategies to capture the
• General News
attention of target markets and the wider automotive-buying public.
• Home/Furnishing/Gardening
Thanks to effective media planning, HUMMER has become one of the
• Editorial
most visible automotive brands on the market. However, opportuni-
Newspapers commonly read by HUMMER owners:
ties exist to craft new media strategies that truly reach HUMMER’s
• Houston Chronicle
target market in more areas of their lives.
• USA Today
Broadcast Media Techniques • Chicago Sun Times
In 2005, HUMMER’s agency Modernista! placed ads on various primetime Network Television
shows, including Desperate Housewives, CSI: Miami and Survivor. Additionally, • 83% of domestic midsize SUV drivers are watching TV between
HUMMER sponsored the National Football League Draft, and targeted iPod the hours of 7p.m. and 11p.m.
users by creating 15-second commercial-type ads to run at the beginning and • 78% of domestic midsize SUV drivers watch all hour-programs
end of video podcasts. on network primetime
• A high percentage of domestic midsize SUV drivers watch CBS,

Print Media Techniques ABC and NBC
Modernista! placed ads in a variety of magazines, including Vanity Fair and Types of programs commonly watched by HUMMER owners:
Sports Illustrated. Ads have also been placed in a variety of large and small • Sports
newspapers since the HUMMER brand was born. • Sketch comedy
• How-to programs
Alternative Media Techniques • Reality programs
Modernista! commissioned artists in 16 different urban cities to paint impres- • General drama
sionistic HUMMER art murals. In another innovative effort, the agency digitally
Cable Television
projected a series of “flip-book” style ads in subway stations. The series was
Networks commonly watched HUMMER owners:
created from the perspective of the passenger and the pictures became ani-
• The Outdoor Channel
mated by the moving train.
• CMT—Country Music Television
• ONL—Outdoor Life Network

Consumer Media Usage*
• G4
Magazines
Radio
Categories commonly read by HUMMER** owners:
Types of music listened to by HUMMER owners:
• Fishing, Hunting & Outdoor Recreation
• Modern rock
• Example Publication: American Rifleman
• Oldies rock—80s
• Bridal
• Classic rock
• Example Publication: Modern Bride
• Sports Internet
• Example Publication: Golf Digest Web site categories commonly visited by HUMMER owners:
• Automotive • Real estate listings
• Example Publication: Car and Driver • Financial information/stock trading
Additional magazines read by HUMMER owners: • Online games and game downloads
• Atlantic Monthly • Sports
• MacWorld Specific Web sites commonly visited by HUMMER owners:
• Dogpile.com
• Go.com
• MyFamily.com p. 9
* Media usage information is based on Simmons CHOICES III data.
** For the purpose of this campaign plan, AMPLIFY uses data from the CHOICES III category “Mid-Size Domestic SUV Owners” to represent HUMMER owners.
Situation Analysis
Public Opinion and Pro-environmental groups have taken a particularly strong stance
against the HUMMER brand. They denounce its gas mileage
Stakeholder Analysis and contribution to pollution. Liberal critics often condemn the govern-
HUMMER has a strong hold on a specific segment of the American ment tax breaks for which large SUV owners qualify. The HUMMER also
population. Both for its unique identity and its attracts the scorn of individuals who oppose war, both because of its
distinctive capabilities, the HUMMER brand fills a niche market and is military affiliation and the war climate of the past few decades.
coveted by adventurous, individualistic consumers.

Off-roading and adventure groups praise the HUMMER for its one-of-a-
Public Opinion kind capabilities and superior features. The HUMMER Club represents a
HUMMER owners emphatically applaud the safety, good looks, reli- group of these enthusiasts who test the limits of their vehicles on ambi-
ability and fun factor of their unique vehicles. Pro-HUMMER sentiment tious terrain. Whether they belong to these groups or not, HUMMER
typically reflects the outstanding off-road capabilities of the SUV and owners are part of a tight-knit community.
the strong personality it exudes. Anti-HUMMER sentiment is historically
based on the vehicle’s size and gas mileage. While HUMMER owners Stakeholder Management
believe their vehicles speak to their sense of adventure and indi- The HUMMER brand mirrors the loyalty that its consumers, employees
viduality, non-HUMMER owners often interpret the decision to own a and investors bestow. HUMMER aims to satisfy its distinct market and
HUMMER as a show of wealth, excess and insecurity. to continue to provide the services and standard of excellence that this
market expects. HUMMER is primarily concerned with sustaining posi-

Stakeholder Summary tive sentiments among pro-HUMMER stakeholders. The brand does not
As previously discussed, HUMMER owners have a particularly strong concentrate on converting stakeholders with anti-HUMMER sentiment.
brand loyalty and are overwhelmingly satisfied with their vehicles.
Past PR Campaigns
Historically, HUMMER employees were general GM employees, with Throughout its history, the HUMMER brand has run several public rela-
no greater or lesser knowledge of the HUMMER brand. With the sale tions campaigns. Some examples include:
to Sichuan Tengzhong, HUMMER employees may become more spe- • HUMMER Helps Campaign – HUMMER teamed up with the Red
cialized and knowledgeable about the ins and outs of the H3, and will Cross to provide HUMMER vehicles for disaster relief and donated
presumably be more equipped to best represent the brand. Chinese money to disaster relief causes
heavy-duty equipment company Sichuan Tenzhong is now the primary • HUMMER Courageous Kids Program – HUMMER donated toy
investor in HUMMER, with the acquisition of 80% of the brand. Private HUMMERs to children’s hospitals for children to “drive” to their
investor Suolang Duoji owns the remaining 20%. These investors have a surgeries and various procedures, helping to make the
vested interest in HUMMER’s continued success. experiences less frightening
• HUMMER Happy Meal Program – HUMMER partnered with
McDonalds to place HUMMER toys in Happy Meals
p . 10
SWOT ANALYSIS
Strengths Opportunities
• Uniqueness • Improve emphasis on off-roading capabilities
• Performance capabilities • Further marketing to women, who make up 50 percent of mid-
• Loyal customer base size SUV owners
• Reasonable price for a “luxury vehicle” • Position HUMMER as a niche automotive brand (this
opportunity was made possible by sale to Sichuan Tengzhong)
• Focus on the lifestyle benefits of owning a HUMMER
Threats
Weaknesses
• Continued stereotyping of HUMMER as a wasteful,
• Poor fuel-efficiency environmentally unfriendly vehicle
• Many see HUMMER as unnecessarily large, excessive • Negative views over the American brand’s sale to a Chinese
• Doesn’t sell as many models as mainstream brands company
• Marketing is directed at wide audience though HUMMER is a • Struggling economy
niche brand • High gas prices
• Common anti-war sentiment
p . 11
Campaign Strategy
AMPLIFY presents a communication strategy that will truly
resonate with the target customer and bring new life to the
HUMMER brand
Objective 3. Combine lifestyle messages with functionality messages

• A majority of survey and interview respondents who
Increase HUMMER H3 sales 50% by the end of the cam-
identified functionality as a motivation for buying the
paign year through a repositioning of HUMMER as a
H3 also identified its impact on their lifestyle. However,
niche brand that allows the unique, adventurous driver
“I’m my very own past H3 communications have typically emphasized only
to both showcase and pursue his or her individuality.
person -- unique, one of these aspects. Communication strategies that
make my own path, combine both aspects are likely to be more resonant
don’t follow others
or try to fit in.” Key Communication Goals with the target market.
1. Position the H3 as the essential accessory for the “rugged 4. Establish HUMMER as a niche automotive brand and
abandon attempts to satisfy the average consumer
individualist” and emphasize its ability to both make this per-
• According to AMPLIFY’s research, H3 messages that
son more unique and add excitement to his or her life
appeal to the average vehicle consumer do not resonate
• Though HUMMER has always been positioned as a
with the H3’s target market. With new owner Sichuan
unique vehicle, little has been done to communicate that
-Samantha, Tengzhong only owning HUMMER, there is far less pres-
its drivers are unique as well. However, a vast majority of
HUMMER owner sure to appeal to a wide variety of vehicle consumers,
AMPLIFY research participants identified themselves as
and research in comparison to its previous owner, GM. With this new
highly non-conformist, and many said they saw the H3 as
participant ownership, there is great opportunity to focus on niche
elevating this status. Exporting the lifestyle meanings of
rather than mass communication appeals.
the H3 from owners to non-owners will drive sales.
2. Emphasize the H3’s off-road performance capabilities and

“go-anywhere attitude”
5. Encourage non-owners to experience the H3 by driving or
riding in the car
• Though some H3 owners do not take their vehicles off-
• Qualitative evidence has shown that first-hand experi-
road, AMPLIFY research indicates that most like the idea
ence with the H3 generally improves customer feelings
that they could, and enjoy messages that demonstrate
about the brand and positions the vehicle as a contender
HUMMER performing in difficult driving situations. 78%
in future car-buying decisions.
of HUMMER owners who participated in AMPLIFY’s sur-
vey mentioned the vehicle’s off-road driving capabilities
when describing what they liked best about the H3.

p . 12
Target Markets Paul – A Primary Target
When considered collectively, the target markets make up
a group of “edge” consumers. This term refers to several
different characteristics. First, it refers to the personality
and lifestyle of the targets, which is close enough to the
edge of the norm to be considered unique and special,
but not so close as to be considered strange. Second, it
refers to their adventurous, high adrenaline pastimes,
which some might refer to as “living on the edge.” Finally,
it refers to their position in relation to HUMMER. These
targets have a favorable perception of the brand and may
even have considered owning a HUMMER, so they are
“ I think HUMMER
thereby on the “edge” of making the decision to purchase
Paul is a father of four from Denver. He is politically conserva-
owners like to be
an H3.
tive, but not radically so. Paul makes about $200,000 a year as
differentiated from
the pack.”
Universal Qualities of all Targets a manager for an engineering company. Paul enjoys escaping to
his cabin on weekends with his family, as well as spending his

Members of primary secondary and tertiary targets fit the fol-
spare time participating in outdoor activities and watching and
lowing profile:
playing sports.
• High income: above $75,000
Paul often uses his H3 as a businessman to impress clients, but
• College educated
he also uses it to transport his children and to take the family on
• Active, especially in the outdoors
trips. Paul’s day-to-day life could be seen as ordinary, but he con-
• Interested in SUVs
stantly avoids falling into a typical routine. With his high paying
• Individualistic
job, Paul has a fair amount of discretionary income and is inter-
–Brian Dooley,
Primary Target ested in stocks and real estate. He uses online banking and enjoys
HUMMER owner
learning new things and tackling problems on his own. Paul also
and creator of
Men 40-54 HUMMERguy.net
belongs to a country club and is active in his community as a
The primary target for the Make Your Own Path campaign is
member of a regional development committee and a civic club.
made up of middle-aged men with families who would consider
purchasing an SUV and see the H3 as a viable option. These indi-
viduals are active and outdoors-y. They are likely to use their
vehicles to pursue recreation and adventure, but also appreciate
a vehicle that can perform in practical situations, such as trans-
porting children and commuting to work. According to AMPLIFY
research, “Paul” is a typical consumer in the primary market.

p . 13
Campaign Strategy
Tertiary Target
Men 25-39
The tertiary market is made up of younger males who have far fewer practi-
cal needs for their vehicles and are primarily concerned with seeking fun and
Secondary Target adventure. Given that they are only financially responsible for themselves,
they have the ability to communicate status through their car choice. This
Women 35-54
target is smart and ambitious, and as a result they have become financially
The secondary target for the Make Your Own Path campaign is composed
successful early in life. They enjoy spending their money on experiences, and
of women in their mid-30s to mid-50s who see the HUMMER H3 as cool
are always looking to try the new “it” product. The tertiary target is signifi-
and trendsetting. This target is active in her community through a part-time
cantly smaller than the primary, but reaching these tertiary consumers at a
job or volunteer work. She is likely to have a husband and children. She is
young age will improve the likelihood that they will one day become primary
concerned with her appearance, and is not satisfied with following trends
consumers. According to AMPLIFY research, “Tucker” is a typical consumer
but rather prefers to set them. According to AMPLIFY research, “Renee” is a
in the tertiary market.
typical consumer in the secondary market.
Tucker – A Tertiary Target
Renee – A Secondary Target
Renee is married with two children and currently resides in Chicago. She
is highly educated, but chooses to work part-time as a nursing assistant in

Tucker is a single bachelor who lives in Boston, Massachusetts. He has
order to make time for other community involvement projects and to spend
moderate political views, and makes an annual income of $120,000. He is
time with her children. Her household income is $200,000. She is a very
concerned with his appearance and always looks to impress others. He is
active woman in her community and enjoys volunteering and participating in
confident and financially well-off for his age. Tucker is smart, personable
the PTA and city council. She is also very involved in her childrens’ activities
and business-savvy. He is currently the co-president of a popular dot.com

and transports them to sporting events and music lessons on a daily basis.
start-up company that he co-founded after graduation with a former college
Renee is a trendsetter who breaks away from the crowd and is always trying
roommate. Tucker receives the majority of his media online, and nearly all
new things. She enjoys hanging out at her country club and hosting dinners,
of his news. He also plays online poker and uses the Internet for financial
charity functions and book club meetings. She reads about home furniture
information and stock trading. Tucker enjoys spending time with his friends
and gardening and enjoys looking at real-estate listings. Renee captures the
at bars, clubs and other social venues. Tucker uses his HUMMER mainly as
envy of her peers by priding herself on her individuality, never compromising
a status symbol that expresses both his financial accomplishments and his
her beliefs to gain approval from others.
p . 14 individuality.
Competitive Advantage Branding Strategy
The H3 is known both for its uniqueness and its top-notch off-roading capa- The focus of the Make Your Own Path campaign will be on the owner
bilities. The non-conformist consumer recognizes that no other SUV turns rather than the vehicle itself. AMPLIFY’s campaign will bridge the gap
heads like a HUMMER, and the off-road enthusiast recognizes that no other between the superior capabilities of the vehicle and the character of
vehicle can perform like a HUMMER. Unlike its competitors, the H3 addresses the person who drives it.
both the needs and the wants of its customer. It is more than just a vehicle; it
is also a recreational toy and a status symbol that satisfies practical needs and Current Image and Personality
much, much more. Additionally, the H3 is a great investment. In comparison The H3’s current personality can be described as adventurous, rugged and
to its competitors, it is priced reasonably and gets decent gas mileage. With powerful. While the HUMMER brand has a strong following, it is also the vic-
its quality and durability, the H3 is likely to outlast most other SUVS. Finally, tim of passionate anti-sentiment. Past and current campaigns have created a
the vehicle has a luxury appeal that can be found in no other competitive range of alternate personalities for the brand, some of which include playful,
vehicle at a similar price point. feisty, tough and in-your-face.
Desired Image and Personality

Unique Selling Proposition While AMPLIFY acknowledges that the H3’s unique and rugged personality is
The H3 allows drivers to better pursue the non-conformist lifestyles they effective, new personality traits must be incorporated and emphasized consis-
crave. This is achieved through the HUMMER’s appearance and image and also tently. The unique personality is already owned by other automotive brands,
through the vehicle’s unique performance capabilities. These qualities of the H3 and HUMMER must go beyond this to trait to get to the real essence of its
allow the driver to both make a statement about their unique personality and personality. Individuality and a “go-anywhere attitude,” which can be associ-
explore new adventures. This opportunity is important to the H3’s target mar- ated not only with the vehicle but also with its driver, will be introduced into
ket given that its members place a high value on individuality and adventure. the brand personality of the H3. The target market craves a vehicle that has
a unique personality in itself, but also transfers that uniqueness to the driver,
allowing them to do things others cannot.

Current Position
The HUMMER tagline, “Like Nothing Else,” describes its current position that Emotions or Values Linked to the Brand
it can do what no other vehicle can. Currently, the vehicle has positioned itself AMPLIFY’s campaign will promote feelings of individuality, excitement,
in the minds of consumers as a rugged and unique all-terrain off-roader that adventure, uniqueness and passion in the target consumer. In AMPLIFY’s
is bigger and tougher than any other car. In one word, the current position is survey, owners use these words to describe what they value about the brand.
“powerhouse.” Transferring these emotions to “edge” non-owners will make them more likely
to become interested in, and eventually to purchase the H3.
Desired Position
To be truly effective, the H3’s position must emphasize not only the unique-
ness of the vehicle, but also the uniqueness of its driver. Because HUMMER
owners prize their individuality so highly, they need to know that they will be
differentiated not only by the car they drive, but also by the statement that it
makes about their personality and the range of unique activities it provides. The
new position will communicate that HUMMER owners are a special breed that
stands out from the crowd; one that does things others cannot, and lives an
interesting and unique life. In one word, the desired position is “individuality.”
p . 15
Campaign Strategy
Campaign Logistics Scope

While some pulses will be national, the majority of AMPLIFY’s Make Your
Seasonality Own Path campaign will be regionally focused. The campaign will include a
AMPLIFY will use a pulsing strategy with times of high impact strategi- media mix of TV, print, outdoor, direct mail, online/interactive and non-tra-
cally placed throughout the yearlong campaign. It will begin with a pulse ditional media. In April, the May the Best Path Win contest will be revealed
in January, followed by pulses in April, May and August. A final pulse in nationally through a sponsorship of the NCAA Final Four Championship. The
November and December will allow the campaign to end on a high note. majority of the advertising dollars will be spent on television and impact
Space between pulses will be bridged primarily by online interactive media, media.
direct mail and local television, print and outdoor advertisements.
AMPLIFY has chosen to kick off the campaign in early January for the
upcoming winter cold and off-roading season. This pulse will be strictly
Publicity and Promotion
AMPLIFY’s publicity and promotion campaigns include a variety of events,
regional and limited to our five target cities: Los Angeles, Boston, Houston,
special offers, and publicity efforts, of which the majority will be focused
Denver and Chicago. Advertising will focus primarily on buzz building, with a
on getting the target consumer to try the H3. For example, an online May
high impact outdoor installation revealing the campaign.
The Best Path Win video contest will encourage consumers to submit video
submissions of their HUMMER adventures in order to win cash prizes and

The pulse in April and May coincides with car buying season and tax returns.
a customized H3. Additionally, HUMMER will partner with car rental com-
In April, the campaign will move from strictly regional to a nation-wide
pany Avis from May to August, allowing customers to rent an H3 for the
reveal.
same price as the bottom-of-the-line economy car. These rentals will come
equipped with an entry kit that will include a digital video camera for non-
The August pulse will close out the summer season, with sales data showing
owners to participate in the video contest. Other initiatives include a show-
a peak in sales in the summer months.
case tent at the NCAA Final Four, and holiday HUMMER specials including
free XM and $1,000 cash back on all dealer purchases. The overall efforts
The final pulse in November and December is in place as consumers gear
will aim to engage consumers on multiple levels and truly involve them with
up for the holiday season and receive bonuses, making it a final push to seal
the newly branded HUMMER H3.
the purchase.
Regionality
AMPLIFY’s campaign will focus on five key cities that cover the United
States. Our five target cities include: Boston, Los Angeles, Chicago, Houston
and Denver. Based on both qualitative and quantitative research, these

particular localities have the greatest potential market share. For example,
Colorado has over 150 off-roading trails, more than any other state.
CHOICES III data also confirms that HUMMER sales are highest in metro-
politan cities. The five cities AMPLIFY has chosen are scattered across the
United States, and have zones of impact that allow for complete coverage of
the continental US, as seen on the map in Figure 1.
p . 16
Figure 1
Regionality Strategy - Zones of Influence
p . 17
Creative Strategy
An on-target creative strategy inspires interest and action
amongst “edge” consumers
Better Creative Objectives

Messaging strategies that are difficult to relate to, • Create interest and positive buzz about the H3 among
unclear and inconsistent have left the HUMMER H3’s consumers, positioning the H3 as a viable and prominent
target “edge” consumer confused. Consumers are option for future car purchases
unsure whether the H3 is the vehicle for a unique • Establish the H3 as the leading extreme driving, off-
individual like themselves, or just a car that looks differ- roading and adventure vehicle
ent, and creative messages do not lead to a conclusive • Convince target consumers that the H3 can foster their
answer. Creative messages must emphasize the H3’s individuality and help them stand out
ability to enhance the individuality of the driver, as • Promote test drives and trials among target consumers
the target market sees this as the main value of the • Entice targets to become H3 consumers, thereby increas-
HUMMER brand. Creative execution must deliver these ing sales
messages consistently and clearly to capture the atten-

tion of and truly resonate with the target market.
Creative Strategy
• Show the H3 in action to emphasize its superiority as
Make Your Own Path an extreme-driving vehicle and appeal to the target
This double entendre tagline focuses on the two aspects of the consumer
H3 brand that customers care about most. First, it refers to the • Use unique characters that the targets can relate to and
vehicle’s ability to differentiate its drivers from the crowd and surprising storylines to communicate the H3’s ability to
foster their individuality. Second, it refers to the H3’s outstand- differentiate its drivers from the pack
ing extreme-driving performance and its ability to take its driv- • Build ads around storylines where drivers use their H3s
ers to places most cannot go. in unexpected ways and thereby emphasize their indi-
viduality and vehicle’s capabilities; Reuse and refresh
By bringing attention to these important, yet previously over- this storyline across a series of ads
looked aspects of the HUMMER, the Make Your Own Path • Use hard-hitting and impactful copy
campaign will achieve a high resonance with target consum- • Emphasize promotions that allow target consumers to
ers that will make them more likely to purchase an H3 than experience the H3 firsthand and share their HUMMER
ever before. stories

• Build messages and storylines gradually to create buzz
Just like the H3 itself, the unique ads in the AMPLIFY campaign and foster interest among target consumers
will stand apart from the competition and captivate the target • Keep messages consistent throughout campaign and
consumer. In unexpected and surprising ways, the campaign across media
will communicate the idea that H3 drivers can make their own • Employ interactivity and opportunities for consumer
path through life. involvement throughout the campaign, allowing indi-
viduals to use video, games, and other inter tive media
p . 18 to make their own paths

Target Messaging Tertiary Target Messaging
The Make Your Own Path campaign will aim to get this experi-
Through research and concept testing, AMPLIFY uncovered
ential consumer into the H3 with the idea that this will lead him
information about the types of messages preferred by the “edge”
to buy. Messages will focus on the H3’s ability to bring fun and
H3 consumer. While some preferences can be generalized to all
status into the target’s life and open doors to new and exciting
“edge” consumers, others are specific to the primary, second-
experiences.
ary and tertiary target markets, and messages will be tailored
accordingly.
Communication Methods
General.Cross-Target In an effort to emphasize the H3’s status as a niche vehicle that
Messaging Goals appeals to unique non-conformists, AMPLIFY will first target
The ultimate goal of the Make Your Own Path Campaign is to the campaign at niche audiences within five key cities. It will
motivate consumers across all target markets to purchase an then broaden to reach the larger and more generalized national
H3. This will be promoted by succinct, impactful, action-packed market. The first months of the new year will be devoted to a
messages that show H3 drivers using their vehicles in unex- buzz marketing campaign that will unveil the H3’s new brand and
pected ways to enhance their individuality and non-conformist accompanying promotions. Grand-scale outdoor installations will
lifestyles. announce the new tagline in the five key cities, followed by elec-
tronic billboards and sidewalk graffiti that garners attention and

Primary Target Messaging Goals drives curious consumers to the MakeYourOwnPath.com Web
The Make Your Own Path campaign will first aim to motivate the site. There, they will find a wealth of information about the H3
target to seek more information about the H3. It will then look to and its role in helping its drivers make their own paths, as well as
motivate him to make a purchase by convincing him that the H3 interactive communities where HUMMER lovers can discuss the
can meet his day-to-day needs. Likewise, it will satisfy his craving brand and share content.
for adventure and individuality better than any vehicle on the
market. Messages will focus on the H3’s ability to transform from After buzz has built, two television ads, the first with a character
a business and family-friendly vehicle to an outdoor adventure representative of primary target and the second with a character
machine. representative of the secondary target will be unveiled in the
A Web site with extensive supporting information will achieve five cities. These ads will be supported by similarly themed print,
the transition from interest to action. broadcast and online viral advertisements placed in local and
niche media outlets. As the five cities become familiar with the
Secondary Target Messaging Goals new H3 brand, they will spread messages to their surrounding
The Make Your Own Path Campaign will aim to create a fixation zones of influence.
over the H3 among the secondary market by building an image of
the vehicle as the essential accessory of the active, unique, trend-
setting power-woman. This fixation will be one of the things that

is necessary to drive a vehicle purchase, as research has proven
that the secondary market often makes vehicle buying decisions
based emotional rather than rational cues. Messages about the
vehicle will also will focus on the vehicle’s cool factor, safety fea-
tures and its ability to differentiate women from their friends and
grab the attention of others.
p . 19
Creative Strategy
• Highly personable and relatable
• Resonant with target customers
Building on this local buzz, The May The Best Path Win contest will be unveiled • Refreshable
nationally during the NCAA Final Four Championship, which HUMMER will • Memorable
sponsor. The original two television ads will appear during the tournament,
accompanied by a third ad with a character representative of the tertiary Art Direction

market. After the national introduction of the contest, the Make Your Own Art direction for the Make Your Own Path campaign will be action-packed, high
Path Campaign will attempt to fully surround the target markets with outdoor, energy and exciting, with vivid colors and high production value.
airport and direct mail advertising, as well as interactive online content and
iPhone apps. As the national introduction occurs at the beginning of the sum- Copy Tone
The copy tone in Make Your Own Path ads will be impactful, minimalistic, con-
mer vacation and car buying season, advertising will focus on travel-related
cise and to the point, while also being clear, straightforward and exciting.
publications and Web sites. Additionally, cooperative advertising will feature
information about a partnership between HUMMER and Avis that offers rental
H3s at a highly reduced rate. Creative will also attempt to involve the targets in
Music
H3 ads will use edgy, alternative music that is popular with niche audiences
promotions, contests and events that occur during the summer season.
but is not well known or mainstream. The goal will be to select music that
is catchy enough to linger in the heads of viewers long after the ad is done.
In order to keep a growing number of consumers interested in the Make Your
Each music selection will be based on the storyline of the specific ad and will
Own Path campaign, a second three-part series of television ads that follows
enhance its message.
the same characters and storylines will be introduced nationally beginning in
May. Key Consumer Takeaway

Consumers will come away from the Make Your Own Path Campaign with the
As hype from the summer advertising and promotions dies down, messages belief that the H3 is the essential vehicle for non-conformists who want to dif-
will transition to a holiday focus. All six character ads will continue to run ferentiate themselves from the ordinary and live on the “edge.”
through November, and a single ad that unites these characters and advertises
holiday discounts will be unveiled in December. Transportation advertising will

maintain the visibility of the Make Your Own Path campaign through the end
of the year.
The campaign logo incorporates
the already well-known HUMMER
Campaign Logo logo so as not to
Creative Specifications sacrifice recognizability. The logo
can be used with or without text in
campaign materials.
Mandatories The tire encircles the scene
and references the H3’s off-
• HUMMER H3 logo roading capabilities
• Make your Own Path logo
• Make Your Own Path tagline

Tagline
Make Your Own Path is a highly effective tagline for several reasons
• Dual meaning emphasizes vehicle’s performance capabilities and.its abil-
ity to foster individuality in the driver
• Calls forth interactivity and involvement
• Provides opportunities for buzz marketing

Dual tire tracks form a path toward the
p . 20
mountains, representing the campaign’s call
to action
Creative Execution
Make Your Own Path Web site
iPhone App
p . 21
Creative Strategy
Print
The following pieces will function as folded magazine advertisements, with the first panel representing what the viewer sees when folded and the second
representing what the viewer sees when unfolded. The active and suspense-building nature of these ads allows for an element of surprise, while the cam-
paign characters and slogans provide elements of continuity.
Panel 1 Panel 2
This magazine ad will initially be used to introduce the campaign in the five key cities as well as
throughout the duration of the campaign year. When summer promotions like the May the Best Path
p . 22 Win contest begin, new text will be added that reads: “Thousands are making their own paths at
MakeYourOwnPath.com. How will you make yours?”
Print Continued
Panel 1 Panel 2
This ad will run during the holiday season, and will be supported by a similarly themed television com-
mercial that brings the three reoccurring characters together at home for the holidays. It directs attention
toward holiday HUMMER specials and emphasizes the H3’s winter driving abilities.
p . 23
Creative Strategy
Print Continued
Panel 1 Panel 2
This cooperative advertisement will be sponsored in partnership by Avis Rental Cars and
HUMMER in order to advertise the Avis-HUMMER rental special. It will appear beginning in the summer
and run through the promotion.
A slightly altered version of this advertisement will also appear online, placed strategically on travel and off-
roading Web sites.
p . 24
Television/Online Streaming Video Commercials
The Commute
AMPLIFY - HUMMER H3
1 :00 Shot - H3 stuck in traffic jam FX - 2 :03 Shot - Man in work attire sighs and 3 :08 Shot - Close-up of car radio. Radio
Traffic noises, honking Music in -Work by stares out the window impatiently DJ: Reports just in that traffic out of the city is backed up
Jimmy Eat World for miles. Don’t expect to make it home for dinner tonight.
4 :15 Shot - The H3 pulls out of traf- 5 :16 Shot - The H3 pulls off-road and 6 :23 Shot - The H3 pulls back on-road
fic and exits the highway toward a sign drives through forests, fields and streams. onto a suburban street, and then into the
marked “Freedom” driveway of a home. The driver gets out
and walks in.
7 :26 Shot - Pan across family dining 8 :28 Shot - Fade to Make Your Own
room where the driver is eating dinner Path Logo. Text on screen: HUMMER. MAKE
with his wife and children. YOUR OWN PATH. FX: Music out.
This commercial that is geared toward the primary target incorporates key campaign themes like as-
serting individuality and breaking from the norm of a mundane day-to-day life. Like all other ads in the
campaign, it plays off themes of surprise and turns quickly from ordinary to unexpected.
“The Commute” and the two ads that follow it will comprise the general commercials used to intro-
duce the campaign, but will continue to air throughout the year, refreshed with new end messages
that refer to seasonal promotions. An accompanying print ad that uses the slogan “Make Your
Commute...on a Different Route” will also appear in magazines.
p . 25
Creative Strategy
Television/Online Video Continued
The Win
AMPLIFY - HUMMER H3
1 :00 Shot - man waves flag to signify 2 :02 Shot - SUVs racing off-road. Music 3 :07 Shot - Announcers in booth
end of race. FX - Sounds of a cheering In - “Typical” by Mute Math. Announcer 1: Wow folks, that guy in the
crowd and car engines. HUMMER H3 is really pulling ahead.
4 :13 Shot - Pans back to other 6 :20 Announcer 1: Would you look at that!
5 :17 Shot - Follows H3 as it glides
SUVs moving slow and struggling. He crosses the finish line before anyone
effortlessly through rough terrain.
Announcer 2: He sure is Jack. He’s leaving can even come close. Somebody tell me,
those other guys in the dust. who is this guy?!
7 :23 Shot - zooms to winner getting 8 :25 Shot: Racer takes off her helmet to 9 :28 Shot - Female racer on podium ac-
out of vehicle and taking off helmet. FX - reveal she is a woman Announcer 2: Jack, cepting trophy FX - Music crescendos and
Crowd goes wild, loud cheers. I’m sorry but I think you mean woman. crowd cheers. Music out
“The Win” is geared toward the secondary target, and plays

on themes of female power, individuality and defiance of
the norm. These themes will up the “cool factor” of the H3
for the female target.
An accompanying print ad that uses the slogan “Make The

p . 26 Crowd...Take a Second Look” will appear in magazines.
10 Shot -Make Your Own Path Logo Text On Screen:
HUMMER. MAKE YOUR OWN PATH. FX - Music out.
Television/Online Video Continued
The Date
AMPLIFY - HUMMER H3
1 :00 Shot - H3 driving down busy city 2 :05 Shot - H3 parks and young male 3 :08 Shot - They get into the and head
street FX - Traffic noises Music in - Rush by driver meets his girlfriend in front of her presumably for a fancy date.
The Postal Service apartment. They embrace.
4 :13 Shot - They see a detour sign 5 :16 Shot - The H3 drives up steep and 6 :22 The couple parks on a cliff and
and pull off-road. FX - Male and female rough terrain with ease. moves to the hood of the car where they
laughing.
have a picnic dinner overlooking the city.
7 :26 Shot - zoom to close-up of the 8 :28 Shot - Fade to Make Your Own
couple. Path Logo. Text on screen: HUMMER. MAKE
YOUR OWN PATH. FX: Music out.
“The Date” is geared toward the tertiary target, and uses themes of romance, surprise and
individuality to communicate a powerful message. The tertiary target, who is often con-
cerned with impressing others (especially love interests) will be captured by this ad. It is
accompanied by a print advertisement that appears on page 22.
p . 27
Creative Strategy
Alternative Media - Outdoor, Transportation and Airport Advertising
Gradual reveal building installations that end Ads placed along airport walkways will allow
with this display will be used to introduce the for progressive storytelling and will support the
new HUMMER brand and campaign in the five travel related aspect of the Make Your Own
target cities. For more information on the stages Path campaign.
of the reveal, see the PR Strategies section.
The building installations will be supported by
gradual reveal electronic billboards and side-
walk graffiti.
p . 28
Alternative Media - Outdoor, Transportation and Airport Advertising
Bus wraps like this one will play off of ad themes from other media, and reinforce the idea
that driving an H3 provides an escape from driving and sitting in traffic.
Outdoor billboards, both electronic and

static, will bring the H3 in front of the con-
sumer when they’re on the road and thinking
about driving and their vehicle.
p . 29
“I feel [my H3]
shows that I’m not
Public Relations
influenced by fads
and stereotypes. I Strategy
am who I am, I love
what I love. And A revolutionary public relations strategy will create new
I don’t care what
opportunities for target customers to become involved with
people have to say
about it.” the HUMMER brand, and allow HUMMER to better commu-
nicate with its key stakeholders
HUMMER and the Public Research Insights

Since its inception, the HUMMER has been an extraor- Through secondary research about HUMMER buyers and primary
“HUMMER fits my dinary vehicle. It entered into the American automobile research- a demographic and opinion survey of over 300 HUMMER
lifestyle. Most of my industry prepared to win the adoration of some and the and non-HUMMER owners, and interviews with HUMMER own-
leisure opposition of others. It has achieved the unwavering ers- AMPLIFY was able to gather insight into general opinions
activities are out- and true love of thousands of Americans and individuals about the HUMMER brand and its greatest strengths.
door related- off- worldwide.
roading, hunting, The HUMMER owner is a unique, strong-minded individu-
fishing, camping. An HUMMER is unquestionably an iconic brand of unmatchable al. A HUMMER is not for everybody, and not just anybody
S500 won’t get me distinction. However, the brand has been the scapegoat of the drives a HUMMER.
there.” SUV industry in recent years. An economic downturn and dogged • Nearly 3/4 of HUMMER owners see themselves as trendset-
ters, compared with only 1/2 of non-HUMMER owners

efforts of environmental groups that have been hurled ceaselessly
• When asked to respond to the statement: “My car describes
at the brand have represented challenges to its public image.
my identity,” almost 30% of HUMMER owners “strongly
- Anonymous But due to its outstanding iconic strength and superior quality, agree,” compared to only 7% of non-HUMMER owners;
respondents to HUMMER has maintained the support of its loyal customers. Overall, more than 80% of HUMMER owners “somewhat
AMPLIFY survey These HUMMER customers value the reliability, unique nature agree,” “agree” or “strongly agree” with this statement
• HUMMER owners enjoy the way that their HUMMERs make

and opportunity for adventure that their HUMMERs provide. The
them stand out in a crowd
acquisition of a HUMMER is not simply the purchase of another
• Of HUMMER owners surveyed, over 98% report that they
vehicle. Instead, it is an incorporation of the right vehicle into
would consider buying a HUMMER for their next car
HUMMER owner’s lifestyles.
HUMMER is valued for its outstanding off-road

While AMPLIFY acknowledges the challenges that HUMMER faces
capabilities.
with certain audiences, the Make Your Own Path campaign will
• Almost 80% of HUMMER owners cite “off-road capabilities”
not attempt to change the opinion of critics. It will instead focus

as a reason for purchasing a HUMMER
on fulfilling the wants and exceeding the expectations of both its
• Most HUMMER owners include outdoor and adventure
loyal consumer base and new customers who are eager to wel-
activities as both free-time activities and an aspect of what
come the HUMMER brand into their lives.
makes them unique
p . 30
“You get all the
Objectives goodies of a luxury
• Generate excitement and buzz about the re-branding of
the H3
Public Relations Tactics SUV, but you get
much more off-road
• Strengthen current HUMMER owner connection with the
Promotions capability than most,
brand; maintain outstanding brand loyalty.
May The Best Path Win Contest if not all, other
• Attract new “HUMMER-minded” individuals and consum-
The May The Best Path Win contest will allow the public to show- luxury trucks. I can
ers
case their adventures in the H3. HUMMER owners throughout drive around in com-
• Increase emphasis on off-roading interests and unique per-
the country have created and joined social groups and online fort, then drive to
sonalities of HUMMER owners
forums to discuss and convey their knack for off-road adventure. my deer lease and
• Create positive media attention and publicity
These people want to share their experiences. Through the May handle any of the
• Drive web traffic to the Make Your Own Path campaign site
The Best Path Win contest, HUMMER will finally embrace the terrain.”
and the HUMMER Web site
incredible journeys HUMMER owners take in their vehicles. The
contest will also be extended to non-owners, who will be encour-

Public Relations Strategy aged to participate by renting a car through the Avis partnership, - Anonymous
AMPLIFY’s Make Your Own Path campaign will focus on reaching or by attending a Pathmaker Summer Tour event. Beginning in respondents to
the “HUMMER-minded” individualist. It will aim to cater to the April, participants will enter videos of their best off-road adven- AMPLIFY survey
wants of its existing customer base by expanding off road capabil- tures and unique uses of the H3 on the MakeYourOwnPath.com
ities and opportunities, and by enhancing the HUMMER identity. Web site to win a customized H3 and a $10,000 cash prize. In the
It will also seek to bring in new HUMMER-minded consumers to beginning of August, campaign representatives will choose three
add to the community of independent and adventurous drivers. finalists. For the rest of the month, online voting will take place
The campaign will achieve these goals through both its publicity to determine the contest winner. HUMMER will host drive-in style
and promotion efforts. AMPLIFY will increase publicity through screening conventions in the five target cities to announce the
the use of building wraps, in-store kiosks, seeding efforts, a pro- winner, show their video and present them with their cash prize.
motion tent, and by increased cooperation with the HUMMER Attendees of the showing will be able to sign up for off-roading
Group and HOPE program. Its promotional activities will include lessons through the Pathmaker Summer Tour.
a May The Best Path Win contest, the Pathmaker Summer Tour, a
HUMMER-Avis partnership and holiday buying incentives.

Pathmaker Summer Tour
The HUMMER Pathmaker Summer Tour will run from the begin-
Media Relations Strategy ning of June until the end of August at nine locations of exhilarat-
Media coverage of publicity and promotional activities for the ing off-road terrain throughout the country. A Pathmaker driving
Make Your Own Path campaign will be facilitated through a press instructor and a HOPE driving instructor will together spend ten
conference to announce its introduction, and by the distribu- days at each location, making their way across the country. Those
tion of press releases to national media outlets. AMPLIFY will be interested will be able to schedule free off-roading lessons with
in most frequent contact with major media outlets in our five Pathmaker driving instructors in the H3. The HUMMER brand is
cities of concentration--Boston, Los Angeles, Houston, Chicago sure that once HUMMER-minded individuals try the H3, they will
and Denver--as most promotional activity will be focused in be hooked. This promotion will capitalize on the summer off-road
these areas. AMPLIFY will encourage national coverage of the season and the extra free time of many. AMPLIFY’s research indi-
campaign’s efforts to reach as many HUMMER-minded consum- cates that HUMMER owners love to use their vehicles to explore
ers as possible. Strong relationships with media outlets will be off-road terrain and our country’s challenging landscapes. The
maintained throughout the campaign in order to promote posi- Pathmaker Summer Tour will be an exciting way to familiarize
tive coverage of the HUMMER brand. AMPLIFY will utilize existing the public with new features of the H3 that provide more oppor-
connections and strive to form new ties within the media. These tunity for off-road adventure and will attract new and curious
efforts will promote an upbeat image of the HUMMER brand and p . 31
customers.
the H3. The Pathmaker Summer Tour will also serve as an opportunity
Public Relations Strategy
for HUMMER owners to become HOPE members. Interested current and pro- Path tagline. On the final day, the final piece of the wrap will be added to
spective owners will receive specialized Tour sessions with the HOPE driving complete the image of a trail up the building. An H3 will also be placed on the
instructor that will train them in HUMMER rescue procedures. top of the buildings to signify the carrier of this new brand message. A large
banner featuring the link to MakeYourOwnPath.com will be displayed on the
car. All transitions in the installation will occur during the night, keeping the
HUMMER-Avis Partnership
suspense factor high. Please see page 33, for a visual of the transitions.
HUMMER will team with rental car company Avis to make H3s available to
a greater number of car renters. The promotion will allow people who have
The building wraps and the ultimate grand release of the new HUMMER
an affinity for the HUMMER brand and outdoor adventure to get to know
brand will generate word-of-mouth buzz in the five major cities and nation-
the car and its capabilities. Specifically in our five key cities, but also at Avis
ally. At first, city-goers will wonder what is happening. Curiosity will mount,
locations throughout the country, subsidies from HUMMER and Avis will
and the release will be an exciting event that drives curious passers-by to the
allow customers to rent an H3 for the same price as the bottom-of-the-line
Web site. The H3’s target is made up of innovators and experiencers. They will
economy vehicle. In these rental H3s, renters will find May The Best Path Win
be intrigued by the events and will be drawn in by the unexpected release.
packages that will include:
• contest details
• a loaned Flip video camera for videotaping their adventures/time in In-Store Kiosks
the H3 HUMMER owners enjoy customizing their vehicles to cultivate their person-
• disposable cameras for their enjoyment alities as much as possible. Therefore, for the duration of the Make Your
• pass-along HUMMER postcards Own Path campaign, kiosks will be placed at all HUMMER dealerships for
• a set of instructions that shows them how they can receive a \ HUMMER customers to customize their new H3s. Limited-time only exterior
• Navigation Radio and 1 year of XM radio for free with their purchase of colors and interior features will be available through these kiosks. Some of
a HUMMER as a bonus of their rental the available options will be accessible for viewing on makeyourownpath.
com, but the kiosks will offer some features not found anywhere else, driving
prospective buyers to the dealerships faster.

Holiday Dealer Incentives
To bring the campaign to a close, HUMMER will offer holiday dealer incen-
tives in November and December. Everyone who purchases an H3 during
these months will receive a free year of XM radio and $2,000 cash back.
Automobile advertisement clutter is great at this time of the year, and this
promotion will offer incentive to consumers to buy now. The promotion will
also anticipate the winter driving season.
Publicity
Building Installations
HUMMER will unveil the Make Your Own Path campaign through a series of
growing “building wraps”. The building wrap will be created in five stages over
a two-week period in the beginning of January. On a centrally located, medi-
um size building in each of our target cities- Boston, Los Angeles, Houston,
p . 32
Chicago and Denver- a building wrap will “grow” from the bottom up every
three days, with each day revealing a new word from the new Make Your Own
Public Figure Seeding HUMMER HOPE
HUMMER will give new H3s to two “trendsetters” in each of our target cities. The HUMMER brand has a group of owner-supporters that is unlike any other.
HUMMER was first introduced to the American public in large part by then-mov- This profound support should not go overlooked. A part of the Make Your Own
ie star Arnold Schwarzenegger. Introducing more H3s to the roads of our target Path campaign will be devoted to officially partnering with the HUMMER Club,
cities will increase the exposure of the vehicle. Additionally, having high-profile, an owner-organized group of HUMMER enthusiasts. The campaign will assume
trendsetting individuals drive the H3 will allow our target market to identify with the financial costs of the group’s volunteer based rescue program, HUMMER
this aspect of the HUMMER driver and ignite the interest of the more low-profile HOPE.
trendsetters who make up the H3’s target market. A parallel May The Best Path Win contest will also be offered for HOPE mem-
bers. The winner of the contest will be rewarded with a brand new H3 of his or
Promotion Tent at NCAA Final Four Championship her own design with special rescue equipment. The winner will also receive an
The campaign will host a promotions tent at the HUMMER-sponsored NCAA expense-paid off-roading weekend trip.
Basketball Championship to kick-off the “May The Best Path Win “contest.
AMPLIFY’s research proves that HUMMER drivers are sports fans, and the finale
of March Madness coincides with the start of the contest. The tent will house a
brand new, highly customized H3 for people to view and sit in. HUMMER repre-
sentatives will provide information about the contest and encourage visitors to
sign up for sessions with the Pathmaker Summer Tour. Exciting off-road videos
will be playing in the tent throughout the games. HUMMER H3 key chains, free
water bottles and plentiful information on the May The Best Path Win contest
and other campaign features will be provided at the tent. The event will help
announce the contest to, and create excitement with HUMMER’s niche target
market.
Figure 2
Building Installation Progression Diagram
p . 33
Day One Day Four Day Nine Day Eleven Day Fifteen
Media Strategy
A spot-on media strategy provides the tools to reach HUMMER
H3’s target market at all the right times, and in all the right
places
Primary target’s media consumption habits:
Media •
•
Typically consumes both print and online media
Primarily reads the newspaper to keep up with current
Objectives/Apertures events and typically reads magazines with sports, outdoor
recreation or automotive focuses
AMPLIFY plans to use media to support and strengthen the • Regular online media consumers that tend to use the web
message of the Make Your Own Path campaign. AMPLIFY to book flights, check e-mail and bank
will focus its media plan on repositioning HUMMER as a • Watches primetime network programming, and is attracted
niche brand, which is tied to a sense of individuality. The to television genres such as sports, situational comedy,
campaign will implement relevant and strategic media news and reality programming
choices to demonstrate how H3 drivers showcase and

pursue their unique personalities with the H3. In addition, Secondary Target
AMPLIFY’s media plan will also target current non-users to The secondary target is made up of women (ages 40-54) with
experience the vehicle by encouraging them to drive and families. While this demographic is usually highly educated, they
experience the H3. AMPLIFY’s media strategy will use tra- choose to work part-time. During the time when our target is not
ditional and non-traditional media to reinforce the overall working, she is usually taking care of her family or actively partici-
campaign goals and project a message that combines pating in community organizations, such as the PTA.
lifestyle and functionality.

Secondary target’s media consumption habits:
Demographics • Consumes print and online media
AMPLIFY’s secondary research defines the target markets as • Focuses on the home, gardening and real-estate sections
individuals who typically use their vehicles to pursue recreation of the newspaper
and adventure, while also appreciating a vehicle that can per- • Magazines of choice typically include women’s fashion,
form practical and necessary functions. The Make Your Own Path beauty and grooming genres
campaign targets middle-aged men, middle-aged women and • Frequent Internet users who shop, book flights and share
younger men as the primary, secondary and tertiary markets, family pictures online
respectively. • Regular primetime network viewers, typically drawn to gen-
eral drama, situational comedy and reality television

Primary Target
The campaign’s primary demographic consists of middle-aged Tertiary Target
men (ages 45-54) with families. This target is an active individual. AMPLIFY’s tertiary market is comprised of younger males. Typically
Simmons CHOICES III data indicates that he works full time and this market is financially well off for its age, earning approximate-
typically earns over $100,000 per year. He is also an involved and ly $120, 000 a year, according to Simmons data. Generally this
influential individual in his community, and he most likely partici- demographic also cares about their appearance, and given that
pates in organizations like the Regional Development Committee they are only financially responsible for themselves, they often
or Civic Club. make luxury purchases to communicate status.
p . 34
Tertiary target’s media consumption habits:
• Consumes most of their media online, using the Internet for
gaming, stock trading, travel and keeping up with current Media Scheduling Strategy
events AMPLIFY plans to implement a pulsing strategy to maximize media
• Typically reads technology, automotive and travel magazines use when consumer aperture is ideal. The campaign will pulse in
• Regular primetime network viewer, typically drawn to reality January, April, May, August, November and December to parallel
programming, news, sports and situational comedy with consumer car buying habits as well as the target market’s sea-
sonal desire for off-roading.
Media Plan Goals

• Implement appropriate media placement to support the Campaign Duration and
•
campaign’s objective
Encourage interest and participation in the Make Your Own

Timing
The Make Your Own Path campaign is scheduled to begin January
Path promotional events., The May The Best Path Win con-
1, 2011 and run until December 31, 2011. AMPLIFY chose to launch
test, HUMMER’s partnership with Avis Car Rental, and the
the campaign in January to exhibit the H3’s winter off-roading
Summer Pathmaker Tour
capabilities. AMPLIFY also believes also believe that the cultural
• Stimulate and increase HUMMER H3 sales during the dura-
traditions associated with the New Year embody the message of
tion of the 2011 yearlong campaign
our campaign. Given that the New Year is a time of reinvention
• Increase traffic to campaign Web site
and resolution, the timing serves to magnify the Make Your Own
• MakeYourOwnPath.com
Path message, to inspire consumers to showcase and purse their
individuality.
Campaign Scope During the first pulse in January, AMPLIFY will focus all media
AMPLIFY plans to establish the H3 as a means for drivers to pursue
and promotions in the five spot markets. AMPLIFY Promotion
and showcase their individuality. We plan to run a nation-wide
will announce the new tagline and campaign Web site through a
campaign, while also placing heavy media emphasis in spot markets
gradual reveal outdoor installation. All media at this time will be
to most effectively reach our targets. According to CHOICES III data
used to draw additional attention and awareness to the campaign.
and secondary research, the highest percentage of HUMMER and
The campaign’s second pulse, in April and May, coincides with
domestic SUV drivers live in heavily populated cities. Therefore,
disposable income generated from tax refund dollars as well as
AMPLIFY plans to focus media efforts in metropolitan cities and
the May spike in vehicle sales. National advertising will launch with
specifically target five spot markets: Los Angeles, Denver, Houston,
the sponsorship of the NCAA Final Four Championship. Sponsoring
Chicago and Boston. AMPLIFY also chose to focus the Make Your
the NCAA Final Four Championship will also generate interest and
Own Path campaign in these five cities given their close proximity
participation in the national kick-off of the May The Best Path Win
to off-roading locations.
contest. At this time, AMPLIFY will also release the Make Your Own
Path iPhone/iTouch application.
Figure 3 - Media Scheduling Strategy - Allocation of Budget (Dollars)

p . 35
Media Strategy
to effectively reach a greater number of consumers who reside outside our
In May, AMPLIFY Promotion will introduce HUMMER’s partnership with Avis five spot markets. The launch of national advertising will also help increase
Car Rental in anticipation of the summer travel season. To arouse interest and overall brand awareness, as a greater number of people will be exposed to
awareness for the HUMMER-Avis partnership, additional advertising will be our message. During the final months of the campaign, AMPLIFY will end all
used to target travelers. national media and return its focus to the five spot markets. At this time all
advertising will be centered on HUMMER holiday specials and promotions at
In June, AMPLIFY will send out a direct mailing to promote the HUMMER dealerships. We will expose our targets to a greater frequency of advertising
Pathmaker Summer Tour. AMPLIFY will also employ local advertising in the by focusing our efforts again on the spot markets.
cities visited to foster interest in the tour.
In anticipation of the close of the May The Best Path Win contest in August, Non-Impact Media
outdoor media will be used to increase excitement for the contest, drive traf-
fic to the site and raise brand awareness. Network Television Primetime
The majority of our media budget will be allocated to television advertising,
The campaign’s final pulse in November and December arrives in time to since this medium is visually stimulating and will best emphasize the emo-
take advantage of year-end car purchases. Visibility and awareness will be tional appeal of the campaign messages. Television also presents high reach
maximized during the holiday season. benefits, which will help increase overall brand awareness. AMPLIFY has
chosen to advertise during prime time hours and avoid daytime television
Campaign Timing Throughout the Day to maximize media use, as our research indicates that this is a time when
AMPLIFY recognizes that all three of the target markets lead busy lives. our targets are most likely to watch. AMPLIFY will begin advertising on
Therefore, to help maximize advertising frequency, AMPLIFY will focus on the network television in April during the sponsorship of the NCAA Final Four
times of day when the target markets are not working. Television advertising Championship and run through the end of October.
will be focused during primetime hours in order to parallel the targets’ televi-
sion viewing schedule. Radio advertising will only occur during the morning Suggested Programming: Desperate Housewives, The Amazing Race, Lost, CSI
and evening rush hour to coincide with the target’s commute schedule. New York, Survivor, Modern Family, NFL Sunday Football
AMPLIFY will avoid placing ads during times of the day when our targets are Dollar allocation: $8,974,381.50, Percentage of Budget: 11.22%
typically working.
Recognizing that our target market spends a lot of their workday on the
Internet, Internet keywords will be used throughout all twelve months of the
campaign at all times of day. This will increase both traffic to the campaign Cable Television Prime Time
Cable television offers similar benefits to that of network television—strong
Web site and brand awareness.
emotional appeal and high reach capabilities. Our research indicates that in
addition to network television, a high percentage of the target markets enjoy
Reach and Frequency watching a variety of cable channels. AMPLIFY will begin advertising on cable
television in April during the sponsorship of NCAA Final Four Championship

While AMPLIFY plans to run a nation-wide campaign to increase brand
and run through the end of October.
awareness, the Make Your Own Path campaign will begin with a heavy media
concentration in our five target cities. Given that the highest percentage of
Suggested Cable Channels: USA Network, ESPN, HBO, Discovery Channel, TNT
domestic SUV drivers live in highly populated metropolitan cities, for the
Dollar Allocation: $15,555,594.60, Percentage of Budget: 19.44%
first three months of the campaign AMPLIFY will focus all media in these
p . 36 spot markets to ensure a high message frequency. National advertising will
begin with the sponsorship of the NCAA Final Four in April, which will help
National Magazines (General Interest) Suggested Magazines: National Geographic Traveler, Outside, Travel
+ Leisure, Travel 50 & Beyond, Delta Sky Magazine, American Way

Magazines serve an important function in the Make Your Own Path cam-
Magazine
paign. Given that magazines have a high reproduction quality, they will
not only help to convey the emotional appeal of the campaign, but will
also provide an excellent opportunity to educate our target consumers
about the HUMMER brand. Magazines also allow for specialized target
National Newspapers
Newspapers provide a beneficial tool to increase brand awareness
marketing. Typically magazines have a long lifespan as they often sit in
and educate the target audience about the HUMMER brand. Our data
different locations, such as, waiting rooms for extended periods of time.
indicates that a high percentage of our target market reads the news-
Throughout the Make Your Own Path campaign AMPLIFY will employ
paper daily. Therefore, in April and May, when AMPLIFY seeks to attract
magazines to increase brand awareness and drive traffic to the campaign
national attention to the Pathmaker Summer Tour, newspaper advertise-
site. AMPLIFY will also employ magazine advertisements in August to
ment will be employed.
stimulate interest in the May The Best Path Win contest.
Suggested National Newspapers: USA Today, Wall Street Journal, New

Suggested Magazines: Business Week, Macworld, Entertainment Weekly,
York Times, Los Angeles Times, Washington Post, Chicago Tribune,
Time, Newsweek
Houston Chronicle, Boston Globe
Dollar Allocation: 1,794,876.30, Percentage of Budget: 2.24%
National Magazines (Men)

To more effectively reach our primary target, AMPLIFY will place ads
Spot Network Television Primetime
During the launch and first three months of the Make Your Own Path
in magazines that appeal to men. Specifically, we will place ads in
campaign, AMPLIFY will begin with a heavy media concentration in our
magazines that have sports, outdoor recreation, travel and automobile
five spot markets. Emphasizing media in these spot markets will also
focuses, as research indicates that our target is drawn to these genres.
help to maximize our media budget. AMPLIFY will use these television
AMPLIFY will also employ off-roading magazines to help arouse interest
advertisements to introduce the new tagline as well as to increase brand
in the HUMMER Pathmaker Summer Tour. During the months of the tour,
awareness. These commercials will start in January with the launch of the
AMPLIFY will place advertisements on the back cover of the magazines
campaign and continue until the beginning of April.
to maximize exposure.
In November and December, AMPLIFY will return its focus to these five
Suggested Magazines: Sports Illustrated, Maxim, Outdoor Life, ESPN
spot markets in anticipation of the holiday season. During this time,
the Magazine, Peterson’s 4 Wheel & Off-Road Magazine, Off-Road
AMPLIFY will employ television advertising to expose our targets to holi-
Magazine, Dirt Life, Car and Driver
day promotions and specials at their local dealerships.
National Magazines (Women) Suggested Programs: Same As National Network Television

Specialty magazines will also be used to target specific sects of the popu-
lation based on their interests. Given that women are our secondary mar-
ket, we will also place ads in a variety of magazines that appeal to them.
Spot Cable Television Primetime
Spot cable advertising will aim to educate HUMMER’s target customers
about the brand during the beginning and end of the campaign. Our
According to AMPLIFY’s research, the target audiences travels frequently
data indicates that our targets are often drawn to situational comedy,
and reads travel related publications. To help increase interest and par-
reality programming, sports and general drama. Cable television allows
ticipation in the HUMMER-Avis partnership, AMPLIFY will place ads in a
for the opportunity to place ads on programs specific to the interests of
variety of travel and airline publications to inform travelers of this promo-
our targets.
tion. These ads will be placed next to the magazine’s editorial content to
Suggested Channels: Same As National Network Television
ensure that travelers are aware of our promotion. These ads promoting
Dollar Allocation: $5,982,921.00, Percentage of budget: 7.48%
the HUMMER-Avis partnership will be featured for the duration of the p . 37
partnership.
Media Strategy
Regional Magazines Local Outdoor Advertising (graffiti, electronic Billboards, bus wraps)
Local outdoor advertising in our spot markets will serve as the perfect oppor-
Regional magazines provide an excellent opportunity to target our five spot
tunity to capture our target audiences’ attention as they move about the city.
markets. AMPLIFY will employ regional magazines to serve a similar function
All outdoor media will be used to support AMPLIFY’s promotions. During the
to that of spot television advertising. During the launch of the campaign,
launch of the campaign, AMPLIFY will use electronic billboards and sidewalk
AMPLIFY will use regional magazine ads to support the launch of the new
graffiti to increase interest and attention for the “gradual reveal” outdoor
tagline and to increase brand awareness. In August, AMPLIFY Creative will
installations. In August, AMPLIFY will use billboards to encourage participa-
generate interest and excitement in the May The Best Path Win contest with
tion and awareness for the May the Best Path Win contest and to direct
magazine ads, which will be placed in regional magazines. Regional maga-
our target demographic to our campaign site. During the holiday season,
zines will also serve as an effective way to educate target consumers on the
AMPLIFY will use billboards and bus wraps to promote holiday specials at
holiday specials and promotions at local dealerships.
local dealerships.
Dollar Allocation: 700,000.00, Percentage of Budget: 0.88%

Suggested Regional Magazines:
• Los Angeles: Los Angeles Magazine, Los Angeles Confidential Magazine, Campaign Web site
LA Weekly The campaign Web site, www.MakeYourOwnPath.com, will provide custom-
• Denver: Denver Magazine, 5280 Denver’s Magazine ers with information on the HUMMER brand and our campaign. It will give
• Boston: Boston Magazine, Boston visitors the opportunity to explore the features and design of the H3 and to
• Houston: H Texas, Houston county Magazine, Houston Performance obtain purchasing information. The Web site will also offer information to our
Magazine targets on upcoming promotional events and contests, and most importantly
• Chicago: North Shore Magazine, Chicago Magazine, Time Out Chicago, will be the hub for all videos submitted in the Make Your Own Path campaign.
Chicago Home and Garden AMPLIFY plans to launch the Web site in January and run it for the duration
Dollar Allocation: 5,384,628.90, Percentage of Budget: 6.73% of the campaign.
Spot Radio Drive Times Local Newspaper (Pathmaker Tour, Holiday Promotion)
Radio advertising in spot markets provides a perfect opportunity to reach
Local newspapers provide an excellent opportunity to reach our demo-
our target markets on their commute to work. AMPLIFY will use spot radio
graphic target. AMPLIFY will use local newspapers to promote the HUMMER
to increase interest and awareness at the launch of the campaign, during the
Pathmaker Tour and to educate our targets on the holiday specials at their
May The Best Path Win contest and throughout the period of holiday promo-
local dealerships. To maximize our media budget and increase interest in the
tions and specials.
summer tour, AMPLIFY will only place ads in the tour cities. In November and
December, AMPLIFY will also utilize newspapers to reach our target consum-
Dollar Allocation: $598,292.10, Percentage of Budget: .75%
ers and capitalize on holiday bonuses and purchases during this period.
iPhone/iTouch application
AMPLIFY will launch a Make Your Own Path iPhone/iTouch application to pro-
mote the HUMMER brand and increase interest in the campaign. According
to our research, our targets are interested in the newest gadgets and devices
and therefore would likely own an iPhone. The application will feature inter-
active driving games as and allow consumers to watch and vote on videos
from the May the Best Path Win contest. Additionally, the iPhone application
will serve to increase interest and participation in our campaign, while also
p . 38 providing an excellent branding opportunity.

Figures 4 and 5- Non-Impact Media Budget Allocation (Dollars)
Impact Media
Local Outdoor Advertising (Electronic Billboards, Campaign Web site

Bus Wraps, Graffiti) The campaign Web site, MakeYourOwnPath.com, will provide customers
Local outdoor advertising in our spot markets will serve as the perfect with information on the HUMMER brand and details about the campaign. It
opportunity to capture our target audiences’ attention as they move about will give visitors the opportunity to explore the features and design of the H3
the city. All outdoor media will be used to support AMPLIFY’s promotions. and to obtain purchasing information. The Web site will also offer informa-
During the launch of the campaign, AMPLIFY will use electronic billboards tion on upcoming promotional events and contests, and most importantly it
and sidewalk graffiti to increase interest and attention for the “gradual will be the hub for all videos submitted in the May The Best Path Win con-
reveal” building wrap. In August, AMPLIFY will use billboards to encourage test. AMPLIFY plans to launch the Web site in January and closely maintain
participation and awareness for the May The Best Path Win contest and to its functions for the duration of the campaign.
direct our target demographic to the campaign site. During the holiday sea-
son, AMPLIFY will use billboards and bus wraps to promote holiday specials
at local dealerships.
Dollar Allocation: $700,000.00, Percentage of Budget: 0.88%
p . 39
Media Strategy
Local Newspaper Internet Key Words

Local newspapers provide an excellent opportunity to reach our demo- AMPLIFY will employ Internet keywords on leading search engines to increase
graphic target. AMPLIFY will use local newspapers to promote the HUMMER traffic to MakeYourOwnPath.com. Keyword searches will allow potential
Pathmaker Summer Tour and to educate our targets on the holiday specials at customers easy access to our site without significant navigation. Throughout
their local dealerships. To maximize our media budget and increase interest in the duration of the campaign, AMPLIFY will ensure that HUMMER’s Web site
the Summer Tour, AMPLIFY will only place ads in the Tour cities. In November will be the first link to appear when the words, “HUMMER”, “H3” or “Make
and December, AMPLIFY will also utilize newspapers to reach target consum- Your Own Path” are typed into the search engine. While we will employ these
ers and capitalize on holiday bonuses and purchases during this period. three keywords all 12 months of the campaign, for the month of August we
will also add, “May the Best Path Win,” as a keyword. Given that the contest
Dollar Allocation: $5,818,485.00, Percentage of Budget: 7.20% will be culminating at this time, this will facilitate traffic to the campaign site
to view videos and vote.

iPhone/iTouch Application
AMPLIFY will launch a Make Your Own Path iPhone/iTouch application to pro- Dollar Allocation: $1,082,250.00, Percentage of Budget: 1.35%
mote the HUMMER brand and increase interest in the campaign. According
to our research, target consumers are interested in the newest gadgets and Internet Target Sites
devices and therefore may own an iPhone. The application will feature inter- Because research indicates that our target markets are frequent travelers and
active driving games and allow consumers to watch and vote on videos from use the Internet to plan their trips, we will employ five travel sites to sup-
the May The Best Path Win contest. Additionally, the iPhone application will port the HUMMER-Avis promotion. This medium presents great benefits in
serve to increase interest and participation in our campaign, while also pro- terms of target marketing, as it allows us to reach consumers while they are
viding an excellent branding opportunity. planning their trips. AMPLIFY will use Internet target sites to coincide with
the HUMMER-Avis partnership promotion. These travel sites will suggest the
Dollar Allocation: $1,200,000.00, Percentage of Budget: 1.50% HUMMER-Avis promotion to clients when they are booking their trips and
rental cars and will encourage them to participate in the program.
Postcards Suggested Sites: Sidestep.com, Tripadvisor.com, Kayak.com, Orbitz.com,

Recognizing that our targets are heavy travelers, AMPLIFY will use postcards Expedia.com
as a unique form of advertising to increase brand awareness and to promote
the HUMMER-Avis partnership. AMPLIFY will employ postcards to encourage Dollar Allocation: $2,047,500.00, Percentage of Budget: 2.56%
renters who take advantage of the HUMMER-Avis promotion to share their
HUMMER experience with friends and family. Postcards will also be placed in Airport Advertising
travel kiosks throughout the summer months to capitalize on summer travel. AMPLIFY will advertise in all major airports during June, July and August
These HUMMER postcards will act as a perfect medium to get our targets to capitalize on summer travel. We will use a variety of airport advertising
talking about the brand. including security bins, wall space, and airport lounges. The advantages
associated with airport advertising are immense, as airports provide a captive
audience. Travlers tend to spend alot of time in the airport and AMPLIFY plans
Dollar Allocation: $2,000,000.00, Percentage of Budget: 2.50% to use this time to communicate the messages of the campaign. AMPLIFY will
also use airport advertising to support the HUMMER-Avis promotion and to
teach travelers about the partnership.
p . 40
Dollar Allocation: $3,600,000.00. Percentage of Budget: 4.5%
Sponsorship of the NCAA Final Four Championship
HUMMER will sponsor the NCAA Final Four Championship and use this forum
to launch the campaign nationally. We have strategically chosen to sponsor the
NCAA Final Four Championship as our research indicates that a high percentage
of our target markets are interested in sports. AMPLIFY also plans to use this
opportunity to host a pre-game tent to showcase the H3 and arouse interested
in the May The Best Path Win contest.
Direct Mail
In June AMPLIFY will issue a direct mailing in preparation for HUMMER’s
Pathmaker Summer Tour. The mailings will be directed to identified HUMMER
enthusiasts as well as off-roading enthusiasts. The mailing will advertise the Tour,
and will also appeal to our consumer on a more personal level. In November, a
second direct mailing with consumer information from the HUMMER-Avis pro-
motion and the May The Best Path Win contest will also be sent using database
marketing. This mailing will promote the holiday incentives and specials to indi-
viduals who expressed interest in HUMMER during the campaign.
Dollar Allocation: $261,895.00, Percentage of Budget: 0.33%
Figures 6 and 7 - Impact Media Allocation (Dollars)
p . 41
Appendix - Media Charts and Graphs
Figure 8 - Budget Allocation

p . 42
p . 43
Appendix - Media Charts and Graphs
Figure 10 - Total Media Usage (Month)
p . 44
Appendix - Press Release
EMBARGO UNTIL 1 P.M. JANUARY 17
Contact: Joanna Cohen
Public Relations Director, AMPLIFY
551-265-8383
jcohen@AMPLIFY.com
HUMMER ANNOUNCES Make Your Own Path CAMPAIGN
CHICAGO (Jan. 17, 2011) – HUMMER representatives will hold a press conference to announce the brand’s 2011 Make Your
Own Path promotional campaign, which focuses on the HUMMER H3.
The suspenseful reveal of the campaign involved the five-step growth of building wrap displays across the country over a
two-week period. The project’s culmination featured an H3 placed on each building with the image of a winding trail and
the words “Make Your Own Path,” which were revealed one at a time, across the buildings. The release event took place on
five buildings in cities across the country including Los Angeles, Boston, Houston, Chicago and Denver.
“It was amazing,” said Mary Singer, a consultant who works in downtown Los Angeles. “My co-workers and I have been try-
ing to figure out what’s been going on since this whole thing started. It’s been so exciting to walk by everyday and now we
finally understand!”
The Make Your Own Path campaign features several new partnerships for the HUMMER brand. HUMMER will now officially
partner with The HUMMER Club, a non-profit group of HUMMER owners that was created to promote safe and fun use of
HUMMER vehicles. Through the partnership, the HUMMER brand will assume financial responsibility of the Club’s HOPE
program, which trains HUMMER owners to aid in disaster relief situations.
“We are excited to finally connect with the Club and especially the HOPE program,” said James Taylor, CEO of HUMMER.
“We are aware of the invaluable aid our vehicles can provide in times of crisis. The company looks forward to extending our
hand in these efforts.”
The campaign will also team with the Avis car rental company from May until August to provide an increased number of
HUMMER rental vehicles throughout the country for reduced rates. Information about this partnership and other features
will be detailed on the campaign Web site, MakeYourOwnPath.com.
A press conference will be held in the Columbian Room of the Museum of Science and Industry in Chicago on Tuesday,
January 18 at 9 a.m. All media is encouraged to attend for more information about the H3 Make Your Own Path campaign.
###
p . 45
FOR IMMEDIATE RELEASE
551-265-8383
jcohen@AMPLIFY.com
HUMMER ANNOUNCES May The Best Path Win CONTEST
LOS ANGELES (Apr. 4, 2011) - As the latest installment of its Make Your Own Path campaign, the HUMMER brand announces the
start of the May The Best Path Win contest.
HUMMER drivers and off road enthusiasts are invited to submit videos of their adventures to the campaign Web site,
MakeYourOwnPath.com. The winner will receive a $10,000 cash prize and a customized H3.
“We really want to reach out to our adventurous and talented HUMMER drivers,” said James Taylor, CEO of HUMMER. “We’re
excited to see what HUMMER drivers have been able to do on the trails with the H1 and H2, and we are convinced they will love
the sharing their adventures in the H3.”
HUMMER will accept entries from the beginning of April through the end of July. The three best videos will be chosen as finalists
in the first week of August. Online voting will determine the winner from amongst the finalists, who will be announced at five
public screenings throughout the country in the last week of August.
The contest will run simultaneously with another component of HUMMER’s Make Your Own Path campaign, the Avis-HUMMER
partnership. The partnership will offer an increased number of HUMMERs at Avis rental locations throughout the country at
greatly reduced rates. Each Avis-HUMMER rental car will be equipped with a May The Best Path Win package that includes,
among other things, a loaned Flip video camera. Renters will be encouraged to create videos to submit to the contest.
For more information about the May The Best Path Win contest, please contact Joanna Cohen or visit MakeYourOwnPath.com.
###
p .46
FOR IMMEDIATE RELEASE
551-265-8383
jcohen@AMPLIFY.com
HUMMER TO HOST OFF-ROAD INSTRUCTION SESSIONS IN NEW H3s
LOS ANGELES (Jun. 1, 2011) – HUMMER announces the start of its Pathmaker Summer Tour this week, a program that will
allow people to experience the off-road capabilities of the new H3.
HUMMER invites all who are interested to test out the H3 in nine locations with the country’s best off-road terrain. Participants
will be able to register for complimentary sessions with HUMMER instructors who will guide them through various types of
terrain and expose them to the H3’s capabilities.
“We can’t wait to impress even the most experienced off-roaders,” said Russell Clark, national sales director of HUMMER.
“The H3 exceeds every vehicle in its class. She’s a true beauty and we’re confident that off-roaders will be hooked from the
first few minutes of their ride.”
The Pathmaker Summer Tour will also provide an opportunity for people to become certified HOPE members. The Tour is part
of HUMMER’s 2011 Make Your Own Path campaign. As part of the campaign HUMMER has assumed the financial responsi-
bilities of HOPE, a volunteer group of HUMMER owners who are trained to use their HUMMERs for disaster relief. HUMMER
plans to expand the HOPE program and engage more HUMMER owners by offering Pathmaker Summer Tour HOPE training.
“I’ve been interested in HOPE for some time,” said HUMMER owner Jackie Dawes. “This summer is my chance. I will definitely
be signing up for HOPE training when the Tour comes to our area.”
The Pathmaker Summer Tour will last until the end of August. Pathmaker Summer Tour Stations will be set up for ten-day
periods at nine off-road terrain locations. The Tour will reach all major regions of the country.
For more information about the Pathmaker Summer Tour and its locations and dates, please contact Joanna Cohen, or visit
MakeYourOwnPath.com.
###
p . 47
Appendix - Media Contacts
WIRE CONTACTS Reuters
3 Times Square
The Associated Press New York, NY 10036
Hal Ritter, Business News Editor Phone: 646-223-4000
450 W. 33rd St.
New York, NY 10001 NEWSPAPER
Phone: 212-621-1500
info@ap.org Chicago Sun-Times
Zach Finken, News Editor
The AP in Chicago 350 N. Orleans St., 10th Floor
Dave Carpenter, Business News Editor Chicago, IL 60654
10 S. Wacker Dr., Suite 2500 Phone: 312-321-3000
Chicago, Illinois 60652
Phone: 312-781-0500 Chicago Tribune
Fax: 312-781-1989 Gerould W. Kern, Editor
435 N. Michigan Ave
The AP in Boston Chicago, IL 60615
Mark Jewell, Business News Editor Phone: 312-222-3165
184 High St. Fax: 312-222-4674
Boston, MA 02110-3089
Phone: 617-357-8100 Los Angeles Times
Fax: 617-338-8125 Nancy Sullivan, VP Communications
202 W. 1st St.
The AP in Denver Los Angeles, CA 90012
Denver 1444 Wazee S., Suite 130 Phone: 213-234-5000
Sandy Shore, Business News Editor Fax: 213-237-7679
Denver, CO 80202-1395 Nancy.sullivan@latimes.com
Phone: 303-825-0123
Fax: 303-892-5927 Boston Globe
Thomas Farragher, Editor
The AP in Los Angeles 135 Morrissey Blvd.
Gary Gentile, Business News Editor Boston, MA 02125
221 S. Figueroa St. Phone: 617-929-3229
Los Angeles, CA 90012-2553 farragher@globe.com
Phone: 213-626-1200
Fax: 213-617-1415 Boston Herald
One Herald Square
The AP in Houston Boston, MA 02118
John Porretto, Business News Editor Phone: 617-619-6435
16945 Northchase Dr., Suite 2110
Houston, TX 77060-2151 Denver Post
Phone: 281-872-8900 Steve McMillan, Business Editor
Fax: 281-872-9988 101 W. Colfax Ave
Denver, Colorado 80202
Phone: 303-954-1378
Fax: 303-954-1334
p . 48
Appendix - Media Contacts
Houston Chronicle RADIO Hot Rod
801 Texas Ave. Ro McGonegal, Editor
Houston, TX 77002 KBPI-FM 6420 Wilshire Blvd.
Phone: 713-362-7171 Clear Channel Colorado Los Angeles, CA 90048
Fax: 713-362-3575 4695 South Monaco St.
Denver, CO 80237 Road and Track
The New York Times Phone: 303-713-8000 Jennifer Degtjarewsky, Editorial Director
620 8th Ave. 1499 Monrovia Ave.
New York, NY 10018 WZLX-FM Newport Beach, CA 92663
Phone: 212-556-1234 83 Leo M. Birmingham Parkway Phone: 949-720-5300
Fax: 212-556-3690 Boston, MA 02135
Phone: 617-746-5100
USA Today Fax: 617-746-5104
7950 Jones Branch Dr.
McLean, VA 22108 KKRW-FM
Phone: 703-854-3400 2000 West Loop South
Fax: 703-854-2078 Houston, TX 77002
Phone: 713-212-8000
TELEVISION
KLOS-FM
ABC News 3321 La Cienega Blvd
77 West 66th St. Los Angeles, CA 90016
New York, NY 10023 310-840-4900
Phone: 212-456-7777
netaudr@abc.com WLUP-FM
230 Merchandise Mart Plaza
CBS News Chicago, IL 60654
524 West 57th Street 312-245-8130
New York, NY 10019 cbend@WLUP.com
Phone: 212-975-4321
Fax: 212-975-1893
earlyshow@cbs.com MAGAZINES
Cable News Network 4 Wheel & Off-road

P.O. Box 105366 Rick Pewe, Editor
One CNN Center 6420 Wilshire Blvd.
Atlanta, Georgia 30348 Los Angeles, CA 90048
Cnn.onair@cnn.com Fax: 323-782-2704
Automobile
East Liberty St. 2nd Floor
Ann Arbor, MI 48104
Phone: 734-994-3500 Ext. 120
Azimuth
Fox News Sean Hunter
1211 Avenue of the Americas 1402 West Yakima Ave. Suite 102
New York, NY 10036 Yakima, WA 98902

Phone: 212-301-3000 Phone: 509-965-1780
Fax: 212-301-4229 MSNBC and NBC
Car and Driver
MSNBC & NBC Eddie Alterman, Editor
30 Rockefeller Plaza 1585 Eisenhower Place
New York, NY 10112 Ann Arbor, Michigan 48108
Phone: 212-664-4444 Phone: 734-971-3600
Fax: 212-664-4426
today@nbc.com p . 49
Appendix - Survey Form
1. Age Strongly Disagree
15-20 4. Consider the Statement: “I purchase products as an expression of taste”
20-25 Strongly Agree
25-30 Agree
31-34 Somewhat Agree
35-40 Somewhat Disagree
41-44 Disagree
45-50 Strongly Disagree
51-54 5. Consider the Statement: “My buying habits are influenced by advertise-
55-60 ments”
61-64 Strongly Agree
65-70 Agree
70 and older Somewhat Agree
2. Occupation Somewhat Disagree
Provide individual answer Disagree
3. Gender Strongly Disagree
Male 6. What type of advertisements influence your buying habits the most?
Female Humorous
4. State of Residence Shock Value
Provide individual answer Informative
5. Marital Status Feel-Good
Single Other
Married Page 3: Automobile Preferences
6. Do you have children? 1. Consider the Statement: “My car describes my identity.”
Yes Strongly Agree
No Agree
7. What is your annual household income? Somewhat Agree
$10,000-$30,000 Somewhat Disagree
$30,000-$50,000 Disagree
$50,000-$80,000 Strongly Disagree
$80,000-$100,000 2. Consider the Statement: “ Gas prices are a concern to me”
$100,000 + Very Significant
Prefer not to answer Significant
Page 2: Personality Questions Somewhat Significant
1. What do you do in your free time? Please list three things: Somewhat Insignificant
Provide individual answer Insignificant
2. What makes you unique? Very Insignificant
Provide individual answer 3. Approximately how much do you intend on spending on your next vehicle?
3. Consider the Statement: “I see myself as a trendsetter” Under $15,000
Strongly Agree $15,000-$30,000
Agree $30,000-$40,000
Somewhat Agree $40,000-$50,000

p . 50 Somewhat Disagree $50,000-$60,000
Disagree $60,000-$70,000
$70,000-$80,000 Provide individual answer
Over 80,000 5. Do you feel that owning/driving a HUMMER makes a statement about your
4. What do you look for when buying a new car? personality, values, status, or other personal qualities? Please explain.
Provide individual answer Provide individual answer
5. Do you or have you owned an SUV? 6. What do you wish non-HUMMER owners knew about HUMMER?
Yes Provide individual answer
No 7. Which best describes the effect that GM’s sale of the HUMMER brand
6. Do you currently/have you previously owned a HUMMER? to Tengzhong Heavy Industrial Machinery has had on your feelings about
Yes HUMMER?
No Positive Effect
Page 4: Owner Questions Negative Effect
1. Please list the Make, Model, and Year Purchased of all HUMMERs you cur- No Effect
rently own or have owned in the past. Didn’t know about sale
Make 8. Would you consider buying a HUMMER for your next car? Why or why not?
Model Provide individual answer
Year Purchased Page 5: Non-owners
Make 1. Consider the Statement: “I would consider buying a HUMMER for my next
Model car”
Year Purchased Strongly Agree
Make Agree
Model Somewhat Agree
Year Purchased Somewhat Disagree
2. Which of the following influenced your decision to purchase a HUMMER? Disagree
Check all that apply. Strongly Disagree
Safety I Currently Own (Have Owned) a HUMMER
Functionality Don’t Know
Fuel Economy 2. What are the first three words that come to your mind when you hear the
Price word HUMMER?
Off-road Capabilities Provide individual answer
Recreation Hobby Compatability 3. What qualities do you associate with a HUMMER owner?
Towing and Hauling Capabilities Provide individual answer
Image
Appearance *Please go to surveymonkey.com, sign in with the

Advertisements
Suggestions of Friends/Family name UWjournalism and the password journali%m

Promotions or Sales
Tax Incentives
and find “AMPLIFY Survey” to view the results from
Car dealer
over 375 survey participants.
Brand loyalty
Other (please specify)
3. What are/were your favorite aspects of owning/driving a HUMMER?
Provide individual answer

p . 51
4. What are/were your least favorite aspects of owning/driving a HUMMER?
Appendix - Works Cited
Andrew. Personal interview. 24 Oct. 2009.
Avari, Shawn. E-mail interview. 23 Oct. 2009.
Barraza, Samantha. E-mail interview. 24 Oct. 2009.
Bernstein, Todd. E-mail interview. 26 Oct. 2009.
“blogs.automobilemag.com.” Automobile. N.p., n.d. Web. 25 Oct. 2009. <http://blogs.automobilemag.com/6594867/

editors-soapbox/how-sichuan-tengzhong-can-save-HUMMER/index.html>.
Chon, Gina. “HUMMER Ads Fight Misconceptions .” Wall Street Journal 14 Aug. 2006, eastern ed.: n. pag. ProQuest. Web.
23 Oct. 2009. <http://proquest.umi.com.ezproxy.library.wisc.edu/pqdweb?index=2&did=1094035101&SrchMode=1&sid
=22&Fmt=3&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1254087007&clientId=3751>.
Don. E-mail interview. 25 Oct. 2009.
Dooley, Brian. Telephone interview. 27 Oct. 2009.

Edmunds. Edmunds: Where Smart Car Buyers Start. N.p., n.d. Web. 24 Oct. 2009. <Edmunds.com>.
Evanoff, Ted. “GM Blazes a New Trail with Its Marketing Strategy for Upscale HUMMER .” The Indianapolis Star 12 Aug.
2001: n. pag. Print.
Finlay, Steve. “SUV Sales Stuck in Mud.” Wardsauto.com. N.p., n.d. Web. 28 Oct. 2009. <http://wardsdealer.com/latest/
suv_sales_stuck_090108/.>.
Geist, Laura Clark. “Toyota targeting off-road enthusiasts with FJ Cruiser ad campaign Read more: http://www.autoweek.
com/article/20060322/FREE/60320009#ixzz0VIJ0apd4.” AutoWeek. N.p., 20 Mar. 2006. Web. 22 Oct. 2009. <http://www.
autoweek.com/article/20060322/FREE/60320009>.
General Motors. “HUMMER.com.” HUMMER: Luxury SUVs, Trucks, & SUTs. N.p., n.d. Web. 25 Oct. 2009. <http://www.
HUMMER.com>.
Greenberg, Karl. “GM Goes Underground To Hype HUMMER Sequel.” Brandweek 20 June 2005: n. pag. ProQuest. Web.
20 Oct. 2009. <http:///proquest.umi.com.ezproxy.library.wisc.edu/pqdweb?index=1&did=858906141&SrchMode=1&sid
=6&Fmt=4&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1254085878&clientId=3751>.
Hong, Cai, and Zheng Lifei. “HUMMER set to go lean and green after sale.” Chinadaily. N.p., n.d. Web. 25 Oct. 2009.
<http://www.chinadaily.com.cn/cndy/2009-06/19/content_8299983.htm.>.
“HUMMER Campaign .” Marketing Campaign Case Studies. N.p., 27 Oct. 2009. Web. 20 Oct. 2009. <http://marketing-
case-studies.blogspot.com/2009/01/HUMMER-campaign.html>.
HUMMERguy.net. “HUMMERGuy.net Project Truck gets iPod/iPhone Connectivity.” HUMMERguy.net. N.p., n.d. Web. 25
Oct. 2009. <http://www.HUMMERguy.net/HUMMER-news/HUMMERguy-project-h3-ipod-iphone>.
p . 52
Jeep. 2009 Jeep Wrangler Rubicon. N.p., n.d. Web. 27 Oct. 2009. <http://www.jeep.com/en/2009/wrangler/>.
Journalisim 345’s AMPLIFY group, “AMPLIFY Survey” Web Survey. Available online at: <http://www.surveymonkey.com/
MySurvey_Responses.aspx?sm=5qoMPZVfViH2nTv11H%2fcHLz2hhjN2YxZ6CLOBOuHel%2fb9kK%2bbMM9N%2bMs9rD%2biYcH>
Land Rover. Land Rover USA. N.p., n.d. Web. 26 Oct. 2009. <http://www.landroverusa.com/us/en/home.htm>.
Modernista. “Modernista Boston’s Channel.” Youtube.com. N.p., 26 Oct. 2009. Web. 28 Oct. 2009. <http://www.youtube.com/
user/modernistaboston>.
Modernista’s Boston Channel. M! Just another blog pressed for words. Modernista!, 26 Oct. 2009. Web. 25 Oct. 2009. <http://
http://blog.modernista.com/>.
Nissan. “Nissan Xterra, The Original Rock Star.” 2010 Nissan Xterra SUV. N.p., n.d. Web. 20 Oct. 2009. <http://www.nissanusa.
com/xterra/>.
Simmons Market Research Bureau. “Simmons Market Research Bureau.” Simmons Choices 3. N.p., 2001. Web. 18 Oct. 2009.
<CD-ROM>.
Toyota. “2010 Toyota FJ Cruiser.” Toyota FJ Cruiser. N.p., n.d. Web. 20 Oct. 2009. <http://www.toyota.com/fjcruiser/>.
Turner, William. E-mail interview. 22 Oct. 2009.
Valdes-Dapena, Peter. “With gas falling, trucks come back.” Money.cnn.com. N.p., n.d. Web. 25 Oct. 2009. <http://money.cnn.
com/2008/12/22/autos/trucks_back/index.htm.>.
Vranica, Suzanne. “Marketers Aim New Ads at Video iPod Users.” Wall Street Journal 14 Aug. 2006, eastern ed.: n. pag. ProQuest.
Web. 22 Oct. 2009. <http://proquest.umi.com.ezproxy.library.wisc.edu/pqdweb?index=3&did=978576061&SrchMode=1&sid=21
&Fmt=3&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1254086688&clientId=3751>52
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Table of Contents

Situation Analysis P.2

Campaign Strategy P.12

Creative Strategy P.18

Public Relations Strategy P.30

Media Strategy P.34

drives the brand. These insights have fed directly into a

a niche mentality that would buzz at local levels to re-establish HUMMER

a new approach, by empha- people across the country. HUMMER’s posi-

sizing the exclusive aspects of tion in the marketplace is further enhanced

Let Your Brand Live Out Loud.

produce a light, tactical vehicle for

A Brief History Potential Weaknesses

tors have six cylinder engines

communication, HUMMER will continue to be a key player in

the niche automobile market for years to come.

ity in consumer market

2000 – SUV sales peak

Vehicle Strengths Weaknesses 2007 – SUV sales begin to decline

due to bad economy and skyrock-

• Sirius radio • Lack of refinement 2010 – SUV sales expected to sur-

• 2 doors pass sedans

• Poor gas mileage

• iPod jack • Common windshield cracking

• Poor fuel economy

Land Rover LR2

• Quality Sound System • Small interior

• Capable off-roader • Poor fuel economy

• Capable off-roader • No metal grill or brush guard available

• Poor fuel economy

trendiest and coolest products. Experiencers enjoy exercising, sports,

outdoor recreation and socializing.

HUMMER owners are the weekend warrior Owner Perspectives

owners are also passionate brand advocates

• The H3’s off-roading and extreme driving abilities are highly

valued by owners, even those who do not off-road

sionals- people in management and business operations are 33% more

to Chinese company Sichuan Tengzhong

brand. In surveys, 71.3% strongly disagree with the statement “I would

come to mind when they think about HUMMER, non-owners chose

largely negative perceptions of H3 owners. They were commonly described

by non-owners as “arrogant,” “extravagant,” and “anti-environmental.”

that’s someone who desperately wants to impress

unique than the H3 and of lower status

size SUV market, and is perceived to be a less rugged off-roader than

• Jeep Wrangler Rubicon: The Jeep Wrangler appeals to a niche

few of the luxuries

consumer. There truly is no other vehicle like a HUMMER, and only a

off-roading vehicles on the market. In addition, the H3 is positioned as a

trendy and luxurious status symbol that is fun to drive.

Category Creative Analysis

creative messages have been extremely successful, others have fallen

audience or have positioned HUMMER too close to its competitors.

emphasize the vehicle’s strengths and focus their attention on

a niche group of consumers, rather than the wider automotive-

HUMMER by refuting stereotypes about the brand. For example,

were not convinced.

Skeleton New Math

This “bare bones” ad served as the basis for later H3

concerned about product specifications.

When Monsters Mate The Escape

In this off-beat humor, storyline-based ad, a giant robot and