Question

This is an Integrated Marketing Communications question.

1) The time is 2044. You have been hired by Google to help market self-drive cars. They have proven to be safer than human controlled vehicles and insurance rates have fallen as artificial intelligence has proven to be stronger than human judgement when driving. One thing is holding back the spread of self-drive cars. The self-drive cars are designed to never exceed the speed limit which many people all over the world tend to ignore. How would you position self-drive cars marketing to eliminate this short coming of the technological marvel?

Answer 1

To position and market the self-drive cars to those who have a problem with the speed limit, I would:-

Form an initial campaign promoting road safety habits through self-drive cars. The main aim of this campaign would be to evoke the emotions of the viewers about the dire consequences of exceeding the speed limit.

Over a few weeks, this campaign will be used extensively to target the market and then, the benefits of self-drive cars such as implementing a proper traffic system, lowering accident rate, efficient management of time and resources would be conveyed through ads.

I am sure this would help the viewers in understanding the benefits of the cars and they would overlook the aspect of limited speed and make the purchase.