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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.
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(2017): 32. Crossref. Web http://www.mdpi.com/2078-1547/8/2/32
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9. Guerra, Erick. “When Autonomous Cars Take to the Road” American Planning Association, May. 2015,
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next Year.” The Verge, The Verge, 11 Oct. 2017,
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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,
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15. McGougan, Julian. "Uphill Road Ahead for Autonomous Vehicles." Intermedia (0309118X), vol. 44, no. 4, Jan.
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16. Palmer, Kimberly. “How Modern Families Struggle With Finances.” U.S. News & World Report, U.S. News &
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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,
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20. Teoh, Eric R., David G. Kidd. “Rage against the machine? Google's self-driving cars versus human drivers.”
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21. “Transportation transformation: the current state of the autonomous car.” Edmunds, Oct. 2017,
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