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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
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
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
Photo courtesy of TravelWeekly-Asia
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
References1. Agrawal, AJ. “3 Ways Millennials Have Spearheaded The Era Of Driverless Cars.” Elite Daily, Elite Daily, 8
Dec. 2015, www.elitedaily.com/life/millennials-driverless-cars/1269687
2. “As America's Largest Demographic Grows Up, Millennials Begin Pivot to Suburbs, Kids and Big SUVs.” Ford
Media Center, Ford, 23 Aug. 2017,
https://media.ford.com/content/fordmedia/fna/us/en/news/2017/08/23/millennials-begin-pivot-to-suvs
/
3. "Autonomous Vehicles: Human Nature Meets AI." Trends Magazine, vol. 10, no. 12, Dec. 2013, pp. 39-43.
EBSCOhost,
login.ezproxy.lib.umn.edu/login?url=http://search.ebscohost.com/login.aspx?direct=true&AuthType=
ip,uid&db=buh&AN=94749913&site=ehost-live.
4. Beyond Traffic Signals: A Paradigm Shift. United States, Department of Transportation. Federal Highway
Administration, (no date) https://www.fhwa.dot.gov/advancedresearch/pubs/10023/10023.pdf
5. Cameron, Oliver. “Self-Driving Cars in a City Like No Other.” Voyage Auto, Medium, 10 Jan. 2018,
news.voyage.auto/self-driving-cars-in-a-city-like-no-other-c9b38807a9a6.
6. Carney, Maria T., Janice Fujiwara, Brian E. Emmert Jr., Tara A. Liberman, and Barbara Paris, “Elder Orphans
Hiding in Plain Sight: A Growing Vulnerable Population,” Current Gerontology and Geriatrics
Research, vol. 2016, Article ID 4723250, 11 pages, 2016. https://doi.org/10.1155/2016/4723250
7. Das, Saptarshi et al. “Impacts of Autonomous Vehicles on Consumers Time-Use Patterns.” Challenges 8.2
(2017): 32. Crossref. Web http://www.mdpi.com/2078-1547/8/2/32
8. “Generation AI: A Study of Millennial Parents of Generation Alpha Kids.” IEEE. 2017
https://www.ieee.org/about/news/2017/ieee-unveils-generation-ai.html
9. Guerra, Erick. “When Autonomous Cars Take to the Road” American Planning Association, May. 2015,
https://www.planning.org/planning/2015/may/autonomouscars.htm
10. Hawkins, Andrew J. “Autonomous Cars without Human Drivers Will Be Allowed on California Roads Starting
next Year.” The Verge, The Verge, 11 Oct. 2017,
www.theverge.com/2017/10/11/16458850/self-driving-car-california-dmv-regulations.
11. Howard, Daniel, and Danielle Dai. "Public perceptions of self-driving cars: The case of Berkeley, California."
Transportation Research Board 93rd Annual Meeting. Vol. 14. No. 4502. 2014.
https://www.ocf.berkeley.edu/~djhoward/reports/Report%20-%20Public%20Perceptions%20of%20S
elf%20Driving%20Cars.pdf
12. Isaac, Lauren. “The Biggest Barrier to Driverless Vehicle Adoption: Human Acceptance?” Driving Towards
Driverless Cars. Wordpress.com, 11 Oct. 2016
https://drivingtowardsdriverless.com/2016/10/11/the-biggest-barrier-to-driverless-vehicle-adoption-h
uman-acceptance/
13. Kennedy, Brian., Funk, Cary “28% of Americans are ‘strong’ early adopters of technology” Pew Research
Center, 12 July 2016,
http://www.pewresearch.org/fact-tank/2016/07/12/28-of-americans-are-strong-early-adopters-of-tec
hnology/
14. Kockelman, Kara, et al. “An assessment of autonomous vehicles: traffic impacts and infrastructure needs:
final report” University of Texas at Austin. Center for Transportation Research,
https://rosap.ntl.bts.gov/view/dot/31990
15. McGougan, Julian. "Uphill Road Ahead for Autonomous Vehicles." Intermedia (0309118X), vol. 44, no. 4, Jan.
2017, pp. 12-17. EBSCOhost,
login.ezproxy.lib.umn.edu/login?url=http://search.ebscohost.com/login.aspx?direct=true&AuthType=
ip,uid&db=ufh&AN=120963267&site=ehost-live.
16. Palmer, Kimberly. “How Modern Families Struggle With Finances.” U.S. News & World Report, U.S. News &
World Report L.P., 3 June 2014,
money.usnews.com/money/blogs/alpha-consumer/2014/06/03/how-modern-families-struggle-with-fi
nances.
17. Richter, Felix. “Consumer Concerns About Self-Driving Cars.” The Statistics Portal, Statista, 20 Mar. 2018,
www.statista.com/chart/5950/concerns-about-self-driving-cars/.
18. “Searching for Parking Costs Americans $73 Billion a Year.” INRIX. 12 July 2017
http://inrix.com/press-releases/parking-pain-us/
19. Stepp, Erin. “Your Driving Costs - AAA Reveals the True Cost of Vehicle Ownership.” AAA NewsRoom, AAA,
23 Aug. 2017, newsroom.aaa.com/auto/your-driving-costs/.
20. Teoh, Eric R., David G. Kidd. “Rage against the machine? Google's self-driving cars versus human drivers.”
Journal of Safety Research, Volume 63, 2017, Pages 57-60, ISSN 0022-4375,
https://doi.org/10.1016/j.jsr.2017.08.008.
21. “Transportation transformation: the current state of the autonomous car.” Edmunds, Oct. 2017,
https://static.ed.edmunds-media.com/unversioned/img/industry-center/analysis/autonomous-report.
22. United States, Department of Commerce, Census Bureau. “Means of Transportation to Work by Selected
Characteristics.” 2016 American Community Survey 1-year Estimates,
https://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?pid=ACS_16_1YR_S
0802&prodType=table
23. United States, Department of Transportation, Bureau of Transportation Statistics. “Commuting by Mode of
Transportation.” Bureau of Transportation Statistics Online, 2018,
https://www.bts.gov/content/commuting-mode-transportation.
