We have a penchant (and a wealth of experience) for automotive PR and communications, so it’s only right that we take a look at some standout motoring PR campaigns – both recent and historic - in our latest LIT Communication blog post.
Renault masterminded the creation of pollution-activated car billboards that dropped the price of their electric vehicles (EV) to coincide with rising smog levels. The DisCO2unt billboard was placed in Bucharest – the capital of Romania and one of the most polluted capitals in Europe.
What better incentive to switch to EV than seeing hard-hitting live pollution levels in the city you choose to call your home? The clever PR campaign also confronted the affordability aspect of EV’s, with many Romanians claiming that the eco-friendly vehicles were simply too expensive.
Stepping outside of the UK for this smart publicity example, Argentinian insurance company La Caja decided to take road safety into their own hands with a clever campaign to light up the city’s most dangerous roads. The forward-thinking company used strategically positioned lighting and advertising billboards to illuminate Argentina’s most accident-prone roads (instead of the billboards themselves), with help from the National Road Safety Organisation.
Jaguar Land Rover
Automotive manufacturer Jaguar Land Rover went all political on us recently to mark International Women in Engineering Day (only 11% of the world’s engineers are female). The brand released a public relations campaign to directly address the lack of female engineers and gender bias in the motoring industry.
The video content was designed to demonstrate the effect of exposing young children to inspirational female engineers, resulting in a moving video that addresses the root of the problem, highlighting why engineering isn’t just a ‘job for boys’.
An old but gold PR example comes from Lamborghini, who donated two of their coveted Huracan LP 610-4 supercars to the Italian state police some years ago now (not neglecting to train the feds on how to drive it). The specially-designed vehicles were custom painted blue with the words “Polizia”, white stripes and lettering – ensuring they fit right in with the existing fleet and Italian police uniforms.
The gesture of goodwill from Lamborghini’s CEO generated global PR coverage, achieved coverage in multiple national news websites such as CNBC and a wealth of automotive news websites, including Daily Auto News and Motor1.
In 2017, Bugatti replicated the stunt with the French police force – designing them a sleek and equally impressive new Bugatti Chiron Gendarmerie Nationale to serve as a rapid intervention vehicle.
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Sophie Marsden, owner and PR specialist at LIT Communication