ACEA

Advertising students challenged to help influence car buying mentality

Many Europeans speak out in favour of environmentally friendly cars. However, the decision to buy a car is usually guided by issues such as reliability, safety, design, comfort, number of passengers and price. Size, engine power and manufacturers’ image can also be quite important.

The 2009 AD VENTURE, organized by the European Association of Communications Agencies (EACA) in collaboration with the European Commission and the automobile industry’s trade association ACEA, addressed this phenomenon. Participating students in advertising created campaigns to encourage European citizens to include environmental performance alongside traditional purchase factors when buying a car.

The campaigns were to be effective in:

• Influencing European consumers’ traditional buying patterns
• Driving Europeans to ‘shop their talk’, within the scope of their mobility needs and preferences
• Raising awareness about the various ways in which consumers can help reduce CO2 emissions

The competition helps highlight the many options drivers have to reduce their carbon footprint – from the fuel-efficient technologies that cars have on offer today, to the type of fuel used, fuel-efficient driving and planning travel efficiently.

Participants had until March 18, 2009 to develop their campaigns. More information about the winners and the other finalists is available here

• Press Release: Advertising students challenged to help influence car buying mentality
• AD Venture brief
• Full ACEA dossier on CO2 emissions
• Thinking green is not reflected in car use
• FAQ on CO2 labelling

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