gabi, lauren, phill, & jason & self-driving …...teoh, eric r., david g. kidd. “rage...
TRANSCRIPT
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FORD MOTOR COMPANY& SELF-DRIVING CARS
Advertising Campaign Recommendation
GABI, LAUREN, PHILL, & JASON
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Gatekeeper Questions:
- What kinds of safety tests and precautions did Ford implement following the recent pedestrian incident with a Tesla self-driving car?
- How much do you plan to budget for this campaign?
- Which media channels do you want to emphasize during this campaign?
- Does Ford intend to target this product towards individual consumers only, rather than commercial operations like Uber or other ride-sharing apps?
- What features of the new autonomous car are you looking to highlight during this campaign?
MESSAGE CLARIFICATION
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TARGET AUDIENCE
MILLENNIALSTECH-SAVVY, MALE
AGED 18-34
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Why?
- Most likely early adopters of developing technology 13
- Positive view of self-driving vehicles 21
- Beginning to overtake the automotive market 2
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65%of millennials report they would feel safe in an autonomous vehicle if the driver could override the system at any time.21
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NARROWING THE FOCUS
CONVENIENCEAngle emphasized:
Reclaim time previously spent driving
Image courtesy of Shelly Palmer
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Possibilities- Use this time for leisure and
relaxation 7
- Maximize productivity by working during commutes or between meetings; virtually extending the office to the car 9,3
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26.6 Time the average American spends commuting one-way to work:
OVER HOURS EACH YEARPhoto courtesy of marv1nalon3 on Flickr
M i n u t e s 22
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NARROWING THE FOCUS
could be saved annually in the United States each year due to decrease in congestion on roadways because of autonomous vehicle technology.14
$160 billion
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NARROWING THE FOCUS
Image courtesy of Shelly Palmer
In addition to working during the commute,
- Reduced traffic congestion 4, 14
- Less time spent finding parking 3, 18
Our Audience- Has the means and motivation
to adopt this technology
- Will benefit from the added convenience afforded to them by self-driving cars
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Recommendation
- Most promising audience is tech-savvy male millennials (ages 18-34)13, 20
- Audience represents increasing large presence in automobile market2
- Emphasize convenience aspect of autonomous vehicles to this audience, could provide them with more time and efficiency in their daily lives
- Tech-savvy male millennials would be attracted to various convenient features that self-driving cars offer and therefore be more likely to invest in this technology.
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Questions?Photo courtesy of unsplash.com
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Dec. 2015, www.elitedaily.com/life/millennials-driverless-cars/1269687
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/
3. "Autonomous Vehicles: Human Nature Meets AI." Trends Magazine, vol. 10, no. 12, Dec. 2013, pp. 39-43.
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