NEW BUSINESS PITCH
AUTO ALLIANCE
SUMMARY
The Auto Alliance was looking to increase awareness and intent to purchase for zero-emission vehicles (ZEVs), and released an RFP to that extent to Edelman while Kate led strategy for the team in DC.
creative challenge posed
While more women buy cars than men, in general, more men buy ZEVs than women. Additionally, the Auto Alliance knew from research that women are the decision maker for families when it comes to cars. Their ask in the RFP was to find a primary market segment of women early adopters and develop a plan to market to them through omnichannel marketing.
finding the audience
Through Mintel and MRI research, I found that indeed, women hold huge influence over household vehicle purchases.
Around 85% of vehicle purchases are influenced by women in some way
Women purchase 60% of all new cars and 53% of used cars (this indexes higher than the U.S. population)
But the rub was that women are significantly more likely to consider themselves apathetic to car brands.
61% of women consider themselves apathetic, compared to 39% of men.
Pulling disparate pieces of research together, I was able to form the hypothesis that Baby Boomer women were most likely to be interested in hybrid or electric cars, and that beyond that, they were likely to influence their Millennial daughters, as a potential secondary audience.
The Earnest Empty Nest Mom
EARNEST EMPTY NEST MOM
She’s new to having less kid responsibility
This leaves her with more time and newfound freedom to how she spends it
She's finding in this stage of life that decisions are more hers
And she has right-sizing on her mind
She might not need the minivan and the multi-level house anymore
But the minivan is going to be the first thing to go
WHAT SHE THINKS TODAY
She has always been practical when it comes to cars — they’re primarily for transportation and the right fit for her needs
But when your transportation has been decided by her kids’ needs, what kind of car does she choose as an empty-nester?
WHAT WE WANT HER TO THINK
We can’t change her thinking about cars, those patterns are set, but we can persuade her to consider a new car that fits her new needs.
We want her to see that ZEVs are the right-sized choice for this stage of her life.
HOW DO WE PERSUADE HER?
She’s long been an independent thinker who has chosen the car for the needs of her family, but with this next car, she wants to say something about herself and her values.
She doesn’t want anything “too much”, but she wants it to be modern.
And if it said something about her, she’d want it to say that she cares about this planet, our future generations and her money.
The Galvanizing Idea
The Next Chapter Car
The kids are gone. So why are we driving the minivan?
What once seemed practical seems so impractical now. It’s a new phase of life so it’s time to make choices that are more reflective of needs and values. What better way to ring in a new stage of life than with the excitement of a new car?
omni-channel marketing campaign
Campaign Assets
Through omni-channel marketing, we will meet our Earnest Empty Nest Mom where she is
Paid
Experiential
Social
Earned
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