DRIVING AWARENESS

WITH CONCEPT CARS AND MEDIA CAMPAIGN

Capability: Market Communications

Axiom Tools: Event MarketingPublic Relations

Business Objective

  • Boost consumer awareness of retailer ability to recommend and install mobile after market electronics automotive

Strategy

  • Create journalist buzz by developing a unique and highly visible fleet of cars and trucks tricked out with client’s after market electronics
  • Tour fleet at high traffic and awareness test driving venues (i.e. The Chicago Auto Show and the International Moto Association’s Test Day)
  • Educate consumers about after market installation capabilities, benefits and pricing

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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