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Drive Smarter Challenge 2008 09 Campaign Results 12 09


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Drive Smarter Challenge 2008 09 Campaign Results 12 09

  1. 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. 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. 3. Campaign Overview
  4. 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 $4+ a gallon gas prices by summer 2008 would hurt lower income Americans </li></ul><ul><li>Consumers must be engaged to be more fuel efficient </li></ul>
  5. 5. Won Wal-Mart Foundation Grant <ul><li>GOALS </li></ul><ul><li>Reduce consumer gasoline bills, vehicle miles traveled, & overall U.S. national gasoline consumption </li></ul><ul><li>APPROACH </li></ul><ul><li>Highlight easy driving & vehicle maintenance actions that add up to substantial savings ($, 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. 6. Research
  7. 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. 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. 9. Planning & Communicating – Creative Strategies, Tactics, & Execution
  10. 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. 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. 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. 13. Website Strategy/Execution
  14. 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. 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. 16. SMT Launch with 2 Partners
  17. 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. 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. 19. Broadband Media Website <ul><li>Drive $marter Challenge </li></ul><ul><li>Broadband Media Website </li></ul><ul><li>Click Here </li></ul><ul><li>Everything downloadable: </li></ul><ul><ul><li>:60 news clip </li></ul></ul><ul><ul><li>Streaming video B-roll </li></ul></ul><ul><ul><li>7 Podcasts with NASCAR driver </li></ul></ul><ul><ul><li>5 Humorous radio PSAs & scripts </li></ul></ul><ul><ul><li>Driving & Saving songs </li></ul></ul><ul><ul><li>ANRs </li></ul></ul><ul><ul><li>Images </li></ul></ul><ul><ul><li>News releases </li></ul></ul><ul><ul><li>Partner visibility </li></ul></ul>
  20. 20. Evaluation – Final Campaign Results December 2008
  21. 21. Web Results <ul><li>Web site Results*: Saving more and more every day… </li></ul><ul><li>118,383 unique visitors </li></ul><ul><li>40,573 Challenge participants </li></ul><ul><li>$ 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. 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. 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. 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. 25. Partners Multiply Impact NASCAR Angels Drive $marter Challenge Television Segment Click Here
  26. 26. Partners Multiply Impact Energy Efficiency Day at the baseball game. Promoted D$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$C website on homepages to encourage participation by constituents.
  27. 27. Partners Multiply Impact Wal-Mart distributed tip cards to 430 Sam's Club gas stations & 2,495 Wal-Mart Tire & Lube Express; provided discounted campaign printing ExxonMobil ran Op-Ed ad highlighting D$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 $marter Challenge tips; donated VNR. Dear colleague letters to senators and representatives from Sen Mark Pryor (D-Ark.) & Reps Zach Wamp (R-TN) & Mark Udall (D-CO), Co-Chairs of the House Renewable Energy & Energy Efficiency Caucus, encouraged politicos to take the Challenge.
  28. 28. Awards & Recognition <ul><li>Numerous awards for total D$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. 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. 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. 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. 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. 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. 34. Drive $marter Challenge 2009 Campaign Challenges
  35. 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. 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. 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. 38. 2009 Campaign Brainstorming No-cost/low – cost ‘blue sky’ ideas – contest to build buzz
  39. 39. D$C Video Contest
  40. 40. 2009 Video Contest <ul><ul><li>Launched contest August 17 to increase buzz, web traffic, younger audience, traditional, digital, & social media coverage, & partner engagement </li></ul></ul><ul><ul><li>Contestants use 1 or more fuel efficiency tips from D$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. 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. 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. 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. 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. 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>$17.538 million donated media </li></ul></ul><ul><ul><li>14.4 x ROI </li></ul></ul><ul><li>Local radio news & talk shows </li></ul><ul><ul><li>Nation’s Capital – WAMU, WTOP </li></ul></ul><ul><ul><li>60 Pennsylvania stations </li></ul></ul><ul><ul><li>St. Louis station – reaches 44 states at night </li></ul></ul>
  46. 46. Total Earned Media Results <ul><ul><li>Tips, D$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 –, Frugal Dutchess, Sandra's contest blog,, Car Gurus blog, Street Journal, Radio TV Interview Report, Fox business, hot indie, Tips for Green Travel Guide, auto channel, </li></ul></ul>
  47. 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 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. 48. Video Contest #2 Click Photo Questions & Discussion