3 car brands spinning 'green' with innovative & relevant campaigns

Thanks to iMedia Connection for this post: http://www.imediaconnection.com/content/20863.asp

Eco-friendly campaigns that excel
By David Rossiter

Marketing opportunity can still knock -- even when the economy is taking its lumps. See which automotive companies are spinning "green" into gold with some innovative and relevant campaigns.

The price of fuel continues to climb, hitting record highs along the way. Everyone from airlines to movie studios, banks, bands and, of course, consumers are choosing to go carbon neutral in an effort to reduce their toll on our environment. Everywhere we look someone is touting the benefits of "going green." And nowhere is this more evident than in the automotive industry's marketing campaigns.

Their efforts are spurred by record low U.S. car sales across manufacturers. According to figures from Autodata Corp., July 2008 marked the worst month for sales in 16 years, and although August proved slightly more encouraging, sales were still more than 15 percent lower than the previous year. Research from TNS Media Intelligence, which tracks advertising spending, shows a shift in ad spending among auto manufacturers toward their smaller and more fuel-efficient vehicles and away from trucks and SUVs.Is a green-themed car campaign enough to turn things around? Some are betting it is by investing in clever and elaborate online marketing initiatives designed to educate, entertain and ultimately lure consumers back to the dealership.

MINI creates CarFun

When it launched in August, MINI Cooper's CarFun Footprint microsite became an instant viral hit. It had all the trappings of an impactful campaign: an intuitive interactive tool, humor and a clever play on the trendy term "carbon footprint."

At the site, users are asked to select their make, model and color of car to calculate their "Fun Score," based on survey data from consumer research firm Strategic Vision, and "Green Score," which is sourced from the Environmental Protection Agency's Green Vehicle Guide. Together, the scores represent one's CarFun Footprint, and prompt a post-quiz response this like one: "You're driving a nice, comfortable sedan. Nice. Comfortable. And not particularly exciting. You could be driving a 37 mile per gallon MINI Cooper that takes nice and comfortable and adds the excitement of go-cart handling, starting at just $19,200."

Prior to launching its campaign, MINI had already benefited from the halo effect of consumers' concerns about rising gas prices. (Autodata reports sales rose by more than 30 percent this year through July.) Its CarFun Footprint campaign, which includes print and outdoor advertising, further spotlights the brand's climate- (and wallet)-friendly design. It also puts the brand head-to-head with its competitors in an environment where the original small luxury vehicle is bound to come out ahead. Existing MINI drivers are sure to find validation in this playful initiative, while consumers interested in living greener (and having more fun in the process) can't help but ponder a buy.

Traversing our reliance on the pump

This summer, GM launched a collection of ecologically minded ads for its Chevy brand during the 2008 Beijing Olympics to underscore its more fuel-efficient vehicles. Among them were new ads for the company's existing "Gas Pumps Hate Us" series, where gas pumps were seen vandalizing cars in their frustration over not being needed. Also introduced were spots marking the upcoming launch of the Chevy Traverse, an eight-passenger SUV with impressive (relatively speaking) highway fuel economy.

Online, the campaign manifested itself with homepage takeovers and display ads. A new Traverse microsite makes the company's brand objective clear by featuring a background of silhouetted trees, and a section on the vehicle's fuel efficiency that pits the Traverse against its competitors.

Both campaign themes feed off consumers' common aggravation over the high price of fuel and endeavor to address their concerns, but in different ways. "Gas Pumps Hate Us" uses humor by personifying the pumps and creating an adversarial relationship between them and the driver not unlike that which we've all experienced -- albeit it in less tangibly aggressive way. The Traverse ads serve to address the more serious side of the issue with hard data consumers can really sink their teeth into.

Ford helps schools go green

Families have always been one of Ford's primary target audiences, and this fact is reflected in its recent "Educate to Escape" contest. Launched in March of this year, the effort found Ford partnering with ABC's "Extreme Makeover: Home Edition" to award one U.S. school with an eco-friendly makeover based on essay submissions outlining why each entrant deserved help in going green.

"Ford maintains a commitment to lessen our overall impact on the planet with our products and our manufacturing plants," said a Ford Motor Company spokesperson of the campaign. By linking itself to an altruistic effort focused on sustainability and environmental conservation, the company was able to create a positive brand association that's made even more powerful through its subdued emphasis on its vehicles.

Should the message have been missed, Ford made sure to lead contest microsite visitors to a section of the Ford brand site that further addresses environmental issues with articles on its environmentally sustainable soy foam seats and fuel cell hybrid electric plug-in car. The move was a smart one; as effective as contest sponsorships can be in relaying a brand message to consumers, it never hurts to carry their interest in the campaign through to one's more sales-focused online destination.

You have to hand it to the automakers. In the face of one of the worst sales slumps in recent years, confronted with a drop in market value of domestic brands and a dramatic shift in consumer demand from large, typically inefficient vehicles to more compact models, they've had to get very creative -- and fast.

While it's far easier for these marketers to modify their messaging than change their product mix, it isn't easy to develop green campaigns that truly resonate with their potential customers. The theme is one that's being manipulated by virtually every type of business in every market segment in one way or another. Kudos to these car manufacturers for getting it so right.

E-learning at school?

E-learning is finally taking off in the U.S. Perhaps m-learning is up next, wherein mobile devices let learning continue even after the bell rings? 

Will this provide an opportunity for online advertising to wriggle its way in and reach this highly lucrative market?

Thanks to NGT and the NY Times for this great article.

At School, Technology Starts to Turn a Corner

COUNT me a technological optimist, but I have always thought that the people who advocate putting computers in classrooms as a way to transform education were well intentioned but wide of the mark. It’s not the problem, and it’s not the answer.

Yet as a new school year begins, the time may have come to reconsider how large a role technology can play in changing education. There are promising examples, both in the United States and abroad, and they share some characteristics. The ratio of computers to pupils is one to one. Technology isn’t off in a computer lab. Computing is an integral tool in all disciplines, always at the ready.

Web-based education software has matured in the last few years, so that students, teachers and families can be linked through networks. Until recently, computing in the classroom amounted to students doing Internet searches, sending e-mail and mastering word processing, presentation programs and spreadsheets. That’s useful stuff, to be sure, but not something that alters how schools work.

The new Web education networks can open the door to broader changes. Parents become more engaged because they can monitor their children’s attendance, punctuality, homework and performance, and can get tips for helping them at home. Teachers can share methods, lesson plans and online curriculum materials.

In the classroom, the emphasis can shift to project-based learning, a real break with the textbook-and-lecture model of education. In a high school class, a project might begin with a hypothetical letter from the White House that says oil prices are spiking, the economy is faltering and the president’s poll numbers are falling. The assignment would be to devise a new energy policy in two weeks. The shared Web space for the project, for example, would include the White House letter, the sources the students must consult, their work plan and timetable, assignments for each student, the assessment criteria for their grades and, eventually, the paper the team delivers. Oral presentations would be required.

The project-based approach, some educators say, encourages active learning and produces better performance in class and on standardized tests.

The educational bottom line, it seems, is that while computer technology has matured and become more affordable, the most significant development has been a deeper understanding of how to use the technology.

“Unless you change how you teach and how kids work, new technology is not really going to make a difference,” said Bob Pearlman, a former teacher who is the director of strategic planning for the New Technology Foundation, a nonprofit organization.

The foundation, based in Napa, Calif., has developed a model for project-based teaching and is at the forefront of the drive for technology-enabled reform of education. Forty-two schools in nine states are trying the foundation’s model, and their numbers are growing rapidly.

Behind the efforts, of course, are concerns that K-12 public schools are falling short in preparing students for the twin challenges of globalization and technological change. Worries about the nation’s future competitiveness led to the creation in 2002 of the Partnership for 21st Century Skills, a coalition whose members include the Department of Education and technology companies like Apple, Cisco Systems, Dell and Microsoft.

The government-industry partnership identifies a set of skills that mirror those that the New Technology Foundation model is meant to nurture. Those skills include collaboration, systems thinking, self-direction and communication, both online and in person.

State officials in Indiana took a look at the foundation’s model and offered travel grants for local teachers and administrators to visit its schools in California. Sally Nichols, an English teacher, came away impressed and signed up for the new project-based teaching program at her school, Decatur Central High School in Indianapolis.

Last year, Ms. Nichols and another teacher taught a biology and literature class for freshmen. (Cross-disciplinary courses are common in the New Technology model.) Typically, half of freshmen fail biology, but under the project-based model the failure rate was cut in half.

“There’s a lot of ownership by the kids in their work instead of teachers lecturing and being the givers of all knowledge,” Ms. Nichols explained. “The classes are just much more alive. They don’t sleep in class.”

IN Indiana, the number of schools using the foundation model will increase to six this year, and an additional dozen communities have signed up for the next year, said David Shane, a member of the state board of education. “It’s caught fire in Indiana, and we’ve got to have this kind of education to prepare our young people for the future in a global economy that is immersed in technology.”

The extra cost for schools that have adopted the New Technology model is about $1,000 per student a year, once a school is set up, says Mr. Pearlman of the foundation.

In England, where the government has promoted technology in schools for a decade, the experiment with technology-driven change in education is further along.

Five years ago, the government gave computers to students at two schools in high-crime neighborhoods in Birmingham. For the students, a Web-based portal is the virtual doorway for assignments, school social activities, online mentoring, discussion groups and e-mail. Even students who are suspended from school for a few days beg not to lose their access to the portal, says Sir Mark Grundy, 49, the executive principal of Shireland Collegiate Academy and the George Salter Collegiate Academy. Today, the schools are among the top in the nation in yearly improvements in students’ performance in reading and math tests.

Sir Mark says he is convinced that advances in computing, combined with improved understanding of how to tailor the technology to different students, can help transform education.

“This is the best Trojan horse for causing change in schools that I have ever seen,” he said.