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Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
Drive Smarter Challenge 2008 09 Campaign Results 12 09
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Drive Smarter Challenge 2008 09 Campaign Results 12 09

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Alliance to Save Energy's Drive Smarter Challenge Fuel-Efficiency Consumer Campaign results for 2008 & 2009

Alliance to Save Energy's Drive Smarter Challenge Fuel-Efficiency Consumer Campaign results for 2008 & 2009

Published in: Automotive, Business, Technology
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  • The Alliance to Save Energy, the American Gas Association, the Dow Chemical Company in cooperation with leading energy companies and trade associations, launched a targeted, five-month national energy efficiency education and awareness campaign entitled The Power is in Your Hands to motivate consumers to take action to reduce their energy bills during the winter’s anticipated high energy costs. The goals of the $1.2 million campaign were: to arm consumers with the resources they need to manage their monthly energy bills; to teach them about the connection between individual consumption and overall energy costs; and, to inspire concrete actions by consumers to help make the country more energy secure
  • Transcript

    • 1. Drive $marter Challenge Marketing Communications Campaign Multiplying Impact through Diverse Partnerships & Creative Tactics IABC Regional Heritage Conference 10/20/09 Rozanne Weissman Alliance to Save Energy
    • 2. Table of Contents <ul><li>Drive $marter Challenge 2008 Campaign – Partners Deliver </li></ul><ul><ul><li>Situation </li></ul></ul><ul><ul><li>Consumer market research </li></ul></ul><ul><ul><li>Planning & communicating – Creative strategies/tactics/execution </li></ul></ul><ul><ul><li>Evaluation/results </li></ul></ul><ul><li>Drive $marter Challenge 2009 Campaign – Creatively Overcoming Economic Challenges </li></ul><ul><ul><li>Video contest </li></ul></ul><ul><ul><li>Greater social media </li></ul></ul><ul><li>Questions & Feedback </li></ul>
    • 3. Campaign Overview
    • 4. Situation Analysis <ul><li>Nation's increasing oil demand created 7 yrs of rising gasoline prices, air pollution, & CO2 emissions; reduced energy security </li></ul><ul><li>Transportation sector responsible for 70% of US oil use & 1/3 CO2 emissions </li></ul><ul><li>Projected $4+ a gallon gas prices by summer 2008 would hurt lower income Americans </li></ul><ul><li>Consumers must be engaged to be more fuel efficient </li></ul>
    • 5. Won Wal-Mart Foundation Grant <ul><li>GOALS </li></ul><ul><li>Reduce consumer gasoline bills, vehicle miles traveled, & overall U.S. national gasoline consumption </li></ul><ul><li>APPROACH </li></ul><ul><li>Highlight easy driving & vehicle maintenance actions that add up to substantial savings ($, gallons, CO2 emissions) </li></ul><ul><li>AUDIENCE </li></ul><ul><li>Low/lower middle-income drivers most hurt by high prices </li></ul>
    • 6. Research
    • 7. Consumer Market Research <ul><li>6 focus groups w/ target demo in 3 markets January 2008 </li></ul><ul><li>Fear, powerlessness, already cut gas use; most had home Internet access </li></ul><ul><li>MONEY $$ biggest motivator to encourage this demographic to &quot;drive smarter&quot; & reduce VMT </li></ul>
    • 8. Consumer Market Research <ul><li>Drivers wanted specific monetary savings tied to every driving & maintenance tip/action to make best decisions </li></ul><ul><li>Stunned at impact of certain driving behaviors on their gas costs/usage; extensive myths/misinformation </li></ul><ul><li>Every participant took tested tips, never before saw financial impact </li></ul>
    • 9. Planning & Communicating – Creative Strategies, Tactics, & Execution
    • 10. Strategy Based on Research <ul><li>Theme: Drive $marter Challenge </li></ul><ul><li>Messaging – save hundreds of dollars on gasoline annually </li></ul><ul><li>Website – heart of campaign & “call to action” </li></ul>
    • 11. Partner Strategy <ul><li>Obtain diverse nonprofit, governmental, trade association, & for-profit partners to expand campaign’s reach, budget, & credibility </li></ul><ul><li>Greater $ contribution, greater role </li></ul><ul><li>Partners would heavily promote – toolkit </li></ul><ul><li>Feature rotating partners on every page </li></ul>
    • 12. Website Strategy/Execution <ul><li>Unique, compelling, personalized </li></ul><ul><li>Graphically illustrate & calculate TOTAL $ savings w/their specific vehicle with 6 driving & maintenance actions </li></ul><ul><li>Challenge (total $, gallons, CO2) multiplier </li></ul><ul><li>Discount coupons (motivates this demo) </li></ul><ul><li>Tips, resources, myth busters, 6° concept – impact of our choices </li></ul>
    • 13. Website Strategy/Execution
    • 14. Campaign Launch Strategy <ul><li>High-profile speakers – Senator, Representative, partners (high $) </li></ul><ul><li>National Press Club </li></ul><ul><li>Extensive media outreach – May 20 blitz </li></ul><ul><li>Unveil campaign & media websites </li></ul><ul><li>Politicos take challenge, dear colleague letters </li></ul>Television– SMT, :60, downloadable B-roll, on-the-road, pitching, NASCAR Angels Television– SMT, :60, downloadable B-roll, on-the-road, pitching, NASCAR Angels
    • 15. <ul><li>Speakers </li></ul><ul><li>Alliance Honorary Chair Senator Mark Pryor (D-AR) </li></ul><ul><li>Alliance Honorary Vice – Chair Rep Zach Wamp (D-TN) </li></ul><ul><li>Ray Bracy, SVP, US Government Relations, Wal-Mart Stores, Inc </li></ul><ul><li>Red Cavaney, President & CEO, American Petroleum Institute </li></ul><ul><li>Dave McCurdy, President & CEO, Alliance of Automobile Manufacturers </li></ul><ul><li>Margo Oge, Director, OTAQ, U.S. EPA </li></ul><ul><li>Kateri Callahan, President, Alliance to Save Energy </li></ul>Launch News Conference
    • 16. SMT Launch with 2 Partners
    • 17. Cutting-edge Tactics Build Buzz <ul><li>Mobile marketing – downloadable ring tones, weekly tips to cell phones </li></ul><ul><li>Songs in English & Spanish (reggaeton) downloadable to MP3 players & iPods </li></ul><ul><li>Podcasts w/NASCAR driver – unexpected </li></ul><ul><li>High-definition B-roll, :60 news clip on 20 video sharing sites, photos on FlickrStories </li></ul><ul><li>Blogger & Hispanic outreach </li></ul>
    • 18. Other Campaign Tactics <ul><li>Online – 2 websites, outreach to targeted websites and blogs, social media </li></ul><ul><li>Radio – PSAs, ANRs, RMT w/networks & syndicated shows, PSAs on NASCAR show, extensive outreach/interviews </li></ul><ul><li>TV – SMT, B-roll, on-the-road interviews </li></ul><ul><li>Billboard PSAs </li></ul><ul><li>Tip cards – Car repair, DMVs, counties, drivers’ education </li></ul>
    • 19. Broadband Media Website <ul><li>Drive $marter Challenge </li></ul><ul><li>Broadband Media Website </li></ul><ul><li>Click Here </li></ul><ul><li>Everything downloadable: </li></ul><ul><ul><li>:60 news clip </li></ul></ul><ul><ul><li>Streaming video B-roll </li></ul></ul><ul><ul><li>7 Podcasts with NASCAR driver </li></ul></ul><ul><ul><li>5 Humorous radio PSAs & scripts </li></ul></ul><ul><ul><li>Driving & Saving songs </li></ul></ul><ul><ul><li>ANRs </li></ul></ul><ul><ul><li>Images </li></ul></ul><ul><ul><li>News releases </li></ul></ul><ul><ul><li>Partner visibility </li></ul></ul>
    • 20. Evaluation – Final Campaign Results December 2008
    • 21. Web Results <ul><li>Web site Results*: Saving more and more every day… </li></ul><ul><li>118,383 unique visitors </li></ul><ul><li>40,573 Challenge participants </li></ul><ul><li>$ 24.15 million </li></ul><ul><li>7.34 million gallons of gas </li></ul><ul><li>82 metric tons of CO2 </li></ul><ul><li>9,071 coupons downloaded </li></ul><ul><li>* As of December 2008 </li></ul>
    • 22. Total Media Results <ul><li>Earned media – how we did it </li></ul><ul><li>Achieved 7631+ TV, radio, newspaper, & magazine story placements </li></ul><ul><li>157+ million impressions </li></ul><ul><li>Hundreds of websites & blogs </li></ul><ul><li>Radio PSAs – how we did it </li></ul><ul><li>Delivered more than 15 x total campaign budget </li></ul><ul><li>$15.48 million donated airtime </li></ul><ul><li>762 radio stations </li></ul><ul><li>134,922 + airings </li></ul>
    • 23. Billboard PSA Results <ul><li>622 billboards, poster boards, & bus shelters in 12 states </li></ul><ul><li>$1 million donated media value & 250 million impressions </li></ul><ul><li>Demand exceeded supply budget </li></ul>
    • 24. Tip Cards Results <ul><li>2 million tip cards printed & distributed </li></ul><ul><li>47 companies & organizations ordered tip cards </li></ul><ul><li>16 companies & organizations co-branded w/their logos </li></ul>Double-sided Tip Card in English & Spanish
    • 25. Partners Multiply Impact NASCAR Angels Drive $marter Challenge Television Segment Click Here
    • 26. Partners Multiply Impact Energy Efficiency Day at the baseball game. Promoted D$C w/Alliance at new LEED-certified Washington, DC Nationals Park– tips on Jumbotron, 30,000 cobranded tip cards, booth, Energy Hog with Screech. Challenged nation’s 3,066 counties to take Drive $marter Challenge , from July through November. 60+ counties participated & publicized. 3 winners honored. Car Care Council distributed D$C tip cards to its vendors & consumers through &quot;Be Car Care Aware&quot; Point-of-Sale Starter Kit. Sen. Mark Pryor (D-Ark.) & Ark Gov Mike Beebe showcased D$C website on homepages to encourage participation by constituents.
    • 27. Partners Multiply Impact Wal-Mart distributed tip cards to 430 Sam's Club gas stations & 2,495 Wal-Mart Tire & Lube Express; provided discounted campaign printing ExxonMobil ran Op-Ed ad highlighting D$C & reinforcing the campaign’s driving & maintenance tips in The New York Times, Washington Post, Roll Call, & National Journal. Communications director of Alliance of Automobile Manufacturers, authored guest comments on prominent environmental & political blogs emphasizing importance of fuel-efficiency & encouraging consumers to act on Drive $marter Challenge tips; donated VNR. Dear colleague letters to senators and representatives from Sen Mark Pryor (D-Ark.) & Reps Zach Wamp (R-TN) & Mark Udall (D-CO), Co-Chairs of the House Renewable Energy & Energy Efficiency Caucus, encouraged politicos to take the Challenge.
    • 28. Awards & Recognition <ul><li>Numerous awards for total D$C campaign </li></ul><ul><li>Separate awards for interactive website & radio & billboard PSAs </li></ul><ul><li>Transportation Research Board poster board presentation at Jan. 2009 convention with 10,000 people from around the world </li></ul><ul><li>Covered 3 times in PR Week </li></ul>
    • 29. Research/Evaluation <ul><li>High gas prices & housing situation created high receptivity for D$C money-saving gas tips that add up to big savings </li></ul><ul><li>1st time since 1980, vehicle miles traveled (VMT) & overall US gas consumption declined </li></ul><ul><li>June 2008, the first full month of the campaign, saw dramatic decreases </li></ul>
    • 30. Research/Evaluation <ul><li>Sept 2008 Shelton Group’s Energy Pulse survey: </li></ul><ul><li>Nearly 70% had “seen, heard, or read money – saving gas tips regarding ways you can change your driving habits or maintain your vehicle to improve your gas mileage & save hundreds of dollars every year .” </li></ul><ul><li>More than 70% said they had taken 4 specific fuel efficiency actions (featured in our calculator) </li></ul>
    • 31. Research/Evaluation <ul><li>September/October 2008 </li></ul><ul><li>Overall US petroleum demand was lowest level since 1999 ( – DOE) </li></ul><ul><li>The demand impact of weaker economic conditions & high prices during summer – when oil prices reached all-time peak – was more marked than expected, notably in the US ( – International Energy Agency) </li></ul>
    • 32. Research/Evaluation <ul><li>DECEMBER 2008 Gallup poll </li></ul><ul><li>Although gasoline prices were 45% lower than a year ago & significantly below $2 a gallon, 52% of Americans said they have not gone back to their old gas-guzzling ways </li></ul><ul><li>68% of middle to lower-income consumers (less than $75,000) reported changing habits – consolidated trips/drove less because gas prices eat up larger % of income </li></ul>
    • 33. Research/Evaluation <ul><li>DECEMBER 2008 other research </li></ul><ul><li>4% increase in public transportation ridership in 2008 over 2007 – highest in 52 years ( – American Public Transportation Association APTA) </li></ul><ul><li>3.6% decline in VMTs in 2008 ( – DOT) </li></ul><ul><li>Decrease in driving was more than just reaction to cost of fuel or economic downturn; it represents a &quot;permanent shift…” ( – Brookings) </li></ul>
    • 34. Drive $marter Challenge 2009 Campaign Challenges
    • 35. 2009 Campaign Challenges <ul><li>1/5 of last year’s budget </li></ul><ul><li>2 funders rather than 6 </li></ul><ul><li>High expectations after last year’s results </li></ul><ul><li>Lower gasoline prices = not in news daily </li></ul>
    • 36. 2009 Campaign Opportunities <ul><li>Excellent tactics that can be updated & further promoted </li></ul><ul><li>Outstanding partners who can extend campaign’s marketing & reach </li></ul><ul><li>News & consumer interest because of tough economy so change messaging </li></ul><ul><li>Brainstorm creative solutions </li></ul>
    • 37. ‘ Refreshing’ Campaign Low-cost solutions <ul><li>Updated calculator, tips, tip cards with new May 2009 $ amounts, new coupons, new partners </li></ul><ul><li>New :60 news segment turned into podcast to video sharing websites & DirecTV, updated B-roll on broadband site </li></ul><ul><li>RMT. Alliance President & API with national radio networks & syndicated talk shows = huge reach </li></ul><ul><li>Promoting English & Spanish radio PSAs – NAB, e-mail marketing, negotiations </li></ul>
    • 38. 2009 Campaign Brainstorming No-cost/low – cost ‘blue sky’ ideas – contest to build buzz
    • 39. D$C Video Contest
    • 40. 2009 Video Contest <ul><ul><li>Launched contest August 17 to increase buzz, web traffic, younger audience, traditional, digital, & social media coverage, & partner engagement </li></ul></ul><ul><ul><li>Contestants use 1 or more fuel efficiency tips from D$C website in 2-minute video; public voting for top 10 </li></ul></ul><ul><ul><li>Obtained 65 videos! </li></ul></ul><ul><ul><li>Eligible entrants received $25 gift card from ExxonMobil and Car Care Guide from the Car Care Council. </li></ul></ul>
    • 41. Video Contest Donated Prizes <ul><ul><li>Grand Prize: $5,000 from ExxonMobil </li></ul></ul><ul><ul><li>Second Prize: Choice between VIP NASCAR or Indy Race Package (latter includes ride in 2- seater bio diesel racecar with pro-driver) </li></ul></ul><ul><ul><li>Third Prize: Whichever prize not selected by 2nd prize winner </li></ul></ul><ul><ul><li>Fourth Prize: Transportation Efficiency Package – </li></ul></ul><ul><ul><li>1-year AAA membership, 4 Michelin Energy Saver All Season Tires, 2 Silver Spoke League of American Bicyclists memberships </li></ul></ul>
    • 42. Broadband Media Website <ul><ul><li>NEW :60 TV news story </li></ul></ul><ul><ul><li>aired 7 times on DirectTV,1.48 million viewer impressions; video sharing websites </li></ul></ul><ul><ul><li>Updated B-roll footage </li></ul></ul><ul><ul><li>Creative tactic–offered B-roll, other elements to video contestants </li></ul></ul>
    • 43. Web Results <ul><li>Web site Results*: Saving more & more every day… </li></ul><ul><li>185,766 unique visitors </li></ul><ul><li>54,240 Challenge participants </li></ul><ul><li>$24.5 million </li></ul><ul><li>10.5 million gallons of gas </li></ul><ul><li>117,500 metric tons of CO2 </li></ul><ul><li>9,095 Mobil I coupons downloaded </li></ul><ul><li>51% increase in traffic during contest timeframe compared to same time 2008: </li></ul><ul><li>* As of December 2009 </li></ul>
    • 44. National Radio Results RMT MAY 19 launch – Alliance & API on natl. radio networks & syndicated shows- Fox, AP, CNN, Metro Networks, Bobby Likis’ Car Clinic 6395 Stations, 8 million listeners Bobby Likis also featured video contest on its radio show, Youtube feed with video, website, “Tweets”
    • 45. Local Radio Results <ul><li>5 Radio PSAs – </li></ul><ul><ul><li>926 Stations </li></ul></ul><ul><ul><li>155,599 times </li></ul></ul><ul><ul><li>$17.538 million donated media </li></ul></ul><ul><ul><li>14.4 x ROI </li></ul></ul><ul><li>Local radio news & talk shows </li></ul><ul><ul><li>Nation’s Capital – WAMU, WTOP </li></ul></ul><ul><ul><li>60 Pennsylvania stations </li></ul></ul><ul><ul><li>St. Louis station – reaches 44 states at night </li></ul></ul>
    • 46. Total Earned Media Results <ul><ul><li>Tips, D$C website, video contest featured: </li></ul></ul><ul><ul><li>92 print publications – 7.23 million circulation,15+ million impressions, including New York Daily News, Chicago Tribune, San Diego Union-Tribune </li></ul></ul><ul><ul><li>650+ websites & blogs – some featuring finalists/4 winning videos – OpEdNews.com, Frugal Dutchess, about.com Sandra's contest blog, Examiner.com, Car Gurus blog, smartmoney.com/Wall Street Journal, Radio TV Interview Report, Fox business, hot indie news.com, Tips for Green Travel Guide, auto channel, Treehugger.com </li></ul></ul>
    • 47. Social Media Results <ul><ul><li>Social media – Facebook, twitter, YouTube, Flickr </li></ul></ul><ul><ul><li>Video contestants, Alliance, partners extensively used Facebook, twitter, YouTube </li></ul></ul><ul><ul><li>1158 fans of the Alliance Facebook page & 750 Twitter followers </li></ul></ul><ul><ul><li>More than 665 hits to video website tracked by bit.ly resulted from &quot;tweets“/retweet strategy by Alliance campaign manager </li></ul></ul><ul><ul><li>Contest promo video on video sharing websites </li></ul></ul><ul><ul><li>Winners on YouTube; all entries on YouTube </li></ul></ul><ul><ul><li>Energy efficiency day at baseball Stadium on Flickr </li></ul></ul>
    • 48. Video Contest #2 Click Photo Questions & Discussion

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