Karma Automotive knows its potential customers, and chances are good that many of them will tune in to the 2018 Masters Golf Tournament.
The luxury electric vehicle brand is releasing its second TV spot from GoConvergence. “Born in California” celebrates the connection between the West Coast state and the Karma Revero, which has a base price of $130,000. There are no other marketing elements of the campaign other than the TV spot, says Jim Taylor, Karma chief revenue officer.
“The TV spot emphasizes Karma’s true Southern California spirit where car culture, imagination and technology come together,” Taylor tells Marketing Daily. The spot shows the Revero being driven in several quintessential Southern California locations.
The 60-second TV spot and a 30-second cut-down will run in Los Angeles/Orange County, Philadelphia and Miami markets through Sunday on CBS.
The Masters is one of the largest media platforms of the year, especially for Karma’s customer audience, Taylor says.
“This is the right broadcast for us to tell our exciting story and continue the launch of the Revero and Karma brand,’ he says.
The commercial, which was shot in Malibu and Hollywood, emphasizes the Revero's unique design, craftsmanship and luxury electric driving experience. Karma designs, engineers and assembles its vehicles in Southern California.
The automaker debuted its first TV spot last May during the CBS broadcast of the 2017 U.S. Open Polo Championship Final, of which it was a sponsor.
That spot “Delivery,” featured shots of the Revero being delivered in California and Florida in commemoration of first deliveries planned for May. In addition to a limited broadcast stream, versions of the spot aired on social media in digital ads and on the Karma Automotive website.