AUTODRIVESTAY ALIVE, LET THE CAR DRIVEJasmine Sampson

WHAT IS AUTODRIVE? AutoDrive is an auto-pilot car system. Once programmed to a car, it allows the car to drive on its own with the

simple touch of a button. Components:

Car system- sensors and window cameras Navigation system Smartphone application

RESEARCH Market Research Similar Product Research Situational Analysis Survey Focus Group

BENEFITS The system allows drunk people to get to where they need to go without

having to drive and put themselves and others at risk. AutoDrive can save lives! AutoDrive also includes a state of the art, optimized navigation software

that allows world-wide travel.

LOGO

I featured a sports car to reach out to younger targets. I designed my logo using Google clip art and Microsoft Word WordArt.

AutoDrive

SLOGAN “Stay Alive, Let the Car Drive”

My main target audience would be drinkers so I wanted to have a slogan that would emphasize the main benefit of the system. A big issue in the news and that they face is not being able to get home or other places after they have been out drinking. This slogan would persuade them to get the system so they don’t have to choose to drive drunk and possibly kill themselves or others.

TARGET MARKET College students

Drinking is a large part of the college experience and students find themselves in many predicaments when it comes to drinking and

having to drive. Parents

Although they would like to be, parents are not always able to be around to make sure their kids are safe; they would seek comfort in knowing that their child had an AutoDrive in their cars.

DEMOGRAPHICS Middle class

Middle class young adults and their parents would be more likely to afford to have cars and afford to pay for the system. In addition, they would be more likely to have smartphones that they could use for the application portion of the AutoDrive system.

PSYCHOGRAPHICS AutoDrive is perfect for college students and young adults especially, that

find enjoyment in partying, socializing, and drinking.

PROPAGANDA TECHNIQUES Bandwagon

There will be a social media campaign and app that accompanies the system. People will want to get the AutoDrive system in order to be a part of the social media groups and participate in the various activities that the app provides.

Appeal to emotion Fear/empathy- product and advertisements rely on the dangers of drunk driving

and the fear associated with drunk driving fatalities Slogan

Stay Alive, Let the Car Drive”

MEDIA MIX/STRATEGY Social Media- Twitter and Facebook pages

The social media outlets will provide information about the system and its updates while providing discussion and opinion-sharing facilitation.

Smartphone application A smartphone application will accompany the system and be activated by system serial number. It

will allow users to get information about system updates, get discounts and coupons and check in and discuss their use with other system owners.

TV commercials Television commercials will run on channels such as MTV, BET and VH1.

Campus promotion events There will be sales booths in the quads of campuses at various times throughout the school year;

discounts will be provided to those who get the system through on-campus demonstrations. MADD blog

There will be periodic feature stories, print ads and logo placement throughout the various stories on the MADD blog.

PRINT ADVERTISEMENT Billboard will be placed on highway

streets in various high traffic areas including New York City, Philadelphia, and Washington, DC.

Colors will be inverted to fit time of day Dark background, light font during the

day Lighted background, dark font during

the night Simple layout and color scheme Red stands out

BROCHURE

COMMERCIAL http://youtu.be/xqI2ghaGzYE

EVALUATION Short term evaluation of the success of the campaign will be in the form of

sales and application downloads. Surveys and polls will be taken to gather product user’s thoughts about the

product. Close evaluation of social media trends will also be analyzed in order to get

the public’s opinion about the product and how it has been introduced into the marketplace.

In the long term, we hope to see, due to the addition of the product, a decrease in drunk driving fatalities and arrests.