DRIVING AWARENESS

WITH CONCEPT CARS AND MEDIA CAMPAIGN

Capability: Market Communications

Axiom Tools: Event Marketing

Business Objective

  • Boost consumer awareness of local Fortune 500 company’s ability to recommend and install mobile electronics

Strategy

  • Create media buzz by developing a unique and highly visible fleet of cars and trucks tricked out with client’s latest stereo, GPS and MP3 equipment
  • Tour fleet at high traffic and awareness driving venues, such as the Chicago Auto Show and the International Moto Association’s Test Day

Results

  • Client dominated an MSNBC prime-time special and stole the heart of Truck Trend Magazine
  • Featured in BusinessWeek, The New York Times and The Wall Street Journal
  • Found a fan in Mario Andretti, who took one of our cars out for a spin

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