Review Report FM3124 Lauren Greenland

How SUCESSFULLY do automobile brands address the issues in the industry surrounding carbon emissions and sustainability within the brand and its promotion strategies?

Total word count 5891 .. Word count not including titles/quotes/references 5138

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The automotive industry is one of the world's most important economic sectors by revenue, generating a value of $904 billion (£750 billion) in 2015 ,an increase of 24.1% since 2010 (Marketwire, 2016). Current issues in the industry market regarding carbon emissions and sustainability means automotive brands are having to address their corporate social responsibility to manage the issue surrounding this and introduce products that reflect this trend in sustainability. The large-scale roll-out of electric vehicles is seen as vital in both cutting the carbon emissions that drive climate change and in dealing with urban air pollution, which leads to many premature deaths every year (Carrington, 2016).

Methodology Primary Research Survey – Eco friendly automobiles https://www.surveymonkey.com/analyze/WwiJaHxwq2_2Btk3qVz9Xzt_2B8kTgqe0b_2FzAGmuH829LSM_3D Site visits to dealerships Speaking to PR personnel and enquiring about press packs, promotion etc Secondary Research Newspapers – Journals - Magazines; Guardian, National Geographic, Independent Social Media – Instagram Facebook Twitter Websites; Autotrader, WARC, Autocar, Ads of the World ect.

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MIDDLE MARKET LEVEL

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MA RK ET

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MARKET LEVELS

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END

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LOW

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28 3.1.2 below the line

26 3.1.1 above the line

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3.1 toyota prius

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3.0 middle market

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2.3 conclusion

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2.2.2 below the line

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2.2.1 above the line

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2.2 Nissan leaf

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2.1.2 below the line

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2.1.1 above the line

2.1 Honda Jazz

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2.0 low end market

1.1 Objectives

1.0 INTRODUCTION

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30 36

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7.0 appendix

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6.0 bibliography

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5.0 summary

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4.3 conclusion

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4.2.2 below the line

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4.2.1 above the line

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4.2 Nissan leaf

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4.1.2 below the line

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4.1.1 above the line

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4.1 bmw i3

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4.0 high end market

3.3 conclusion

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3.2.2 below the line

3.2.1 above the line

3.2 vw golf

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1.0 INTRODUCTION

Studies shown from a survey1 of 75 people, 69% would consider buying an electric/low emission car – with 6% having already owned an electric car and a further 7% that would not consider purchasing. The remaining 18% stated they are unsure whether they would consider purchasing as they have no knowledge of the benefits to the environment, or due to the pricey costs of electric cars.

The current need for electric, hybrid and low emission cars are rising and it is predicted that electric cars will be cheaper to own than conventional cars by 2022, according to a new report (Carrington, 2016).

Most of an automobiles' environmental impact, 80 to 90 percent, will be due to fuel consumption and emissions of air pollution and greenhouse gases that climate scientists say are driving global warming (National Geographic, 2016) meaning it is now a high priority for brands to manufacture and promote a product that react to this issue, such as zero emission, hybrid and electric cars.

This report will discuss in depth the issues surrounding climate change and how brands through three different market levels are addressing this through it’s above and below the line promotional strategies and techniques.

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1.1 Objectives

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To explore which automobile brands are responding to their corporate social responsibility

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To prove which brands are successfully addressing the issues regarding carbon emissions

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To investigate how brands use (or don’t use) their promotional strategies and techniques to reflect this trend in sustainability

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2.0 low end market level

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2.1 Honda Jazz

Complete with Earth Dreams Technology, “the name we've given to our next-generation engines and transmissions that boost performance and reduce environmental impact at the same time� (Honda, 2016) a hybrid petrol engine but with same eco results guaranteed as a fully hybrid car. Honda as a brand itself does more than create sustainable products and processes, the brands dedication to reducing its environmental footprint inspires how it works in every way. From production, manufacture and POS of the car its main focus is ensuring it does not have a greater impact on the environment. The brand is voluntary working to ensure that its co2 emissions are reduced 50% by the year 2050 compared to its baseline of the year 2000.

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2.1.1 above the line

With the tagline ‘Full Green Ahead’ in bold letters across the top of the web page for the Honda Jazz, it proves Hondas green agenda and how that is one of the brands main concern for its cars. The website includes an environmental page all about the environmental issues Honda wish to overcome, including a variety of natural imagery to back this up. The webpage promotes the brands impact on the environment through each part of their corporation for example, manufacturing, designing, sales and the running of the car in a detailed layout. The website also has plenty of information on the technology of the car that makes the car so eco-friendly.

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The Honda Jazz has no real outdoor promotion that is related to the environment; however the Honda Fit EV which is a car similar to the Jazz, has a clever advertising strategy to market their fully electric vehicle. The ad was produced to show how a city-smart, technology-packed car is fun while being quite serious about energy conservation. The ad is an electronic ad where the car is plugged it into the iconic H-mark and then a few of the lights in Honda are turned off to create the word ‘On’ sending those travelling a message: The race for ever-higher fuel efficiency is on. And Honda is leading the way (Ads of the World, 2012). Although the ad focuses on the electronic properties of the vehicle, it lacks any information about its environmental benefits.

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The advertising campaign for the Honda Jazz comprises a 60-second animated commercial, alongside a series of print ads and an iPhone app. Titled This Unpredictable Life, the TV spot aims to depict the numerous joys and challenges that consumers could encounter through life and to articulate that the Honda Jazz is designed to deal with all of life’s everyday demands, no matter how varied. “The Honda Jazz is a brilliantly practical car; perfect for things like popping out to pick up the shopping,” say Chris Groom and Sam Heath, creative directors on the project. (Creative Review, 2011).

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2.1.2 below the line

In a bid to attract potential young car buyers towards its new Jazz hatchback, Honda devised a number of initiatives across the digital space as a part of build-up leading to the launch. In May, there were a number of social media campaigns across various mediums such as Facebook, Twitter and Youtube and the company also released a teaser video (Parekh, 2015). This campaign was just a teaser to show new features of the Honda Jazz, without giving anything away so the campaign did not include things such as environmental factors or economical issues which do not address the brands corporate social responsibilities.

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Gravity Mobile has created an app for the Honda Jazz which interacts with the Unpredictable TV add which users to “catch” the ad’s Gravity Mobile hasLife created an app forenables the Honda Jazz which inanimated characters as they appear on screen by swinging their mobiles teracts with the they Unpredictable Lifeapp TVlistens add which enables usersthe to towards them when appear. The to and recognises ad’s audio, trigger the characters toas appear on the user’s mobile. “catch”which the ad’s animated characters they appear on screen by Ian Armstrong, manager of European communications at Honda Motor swinging their mobiles towards them when they appear. The app Europe, said: “The Jazz app is a demonstration of how Honda is looking to and recognises the ad’sideas audio, whichbring trigger characters the listens future to and experimenting with to help funthe and enjoyment to our communications. ”It’s mobile. a real step to use technology that to appear on the user’s Ianforward Armstrong, manager of Europebegins to share content across screens at the users’ request. The involving an communications at Honda Motor Europe, “The Jazz interaction is fun allowing viewers to collect thesaid: characters fromapp theisada anddemonstration then to explore whileis being able to leave so you ofthe howJazz Honda looking to the futureyour anddetails experimentcan receive information in the future.” Again, similar to the TV ad, the ing with ideas to help bring fun and enjoyment to our communicainteractive ad has no relevance to the environmental benefits of a hybrid tions.”It’s real stephow forward to useare technology that begins to share or electric carashowing the brand not addressing the issues surrounding this. content across screens at the users’ request. The involving interac-

tion is fun allowing viewers to collect the characters from the ad and then to explore the Jazz while being able to leave your details so you can receive information in the future.” Again, similar to the TV ad, the interactive ad has no relevance to the environmental benefits of a hybrid or electric car showing how the brand are not addressing the issues surrounding this.

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2.2 Nissan leaf

Starting at ÂŁ16,000, the Nissan leaf is a 100% electric car that produces zero emissions when driving; it is designed for anyone who believes that their choices can truly make a difference (Nissan, 2016), meaning its target consumer would be an eco conscious person who wanted to reduce their personal carbon footprint and make a difference. Nissan have put the environment and making a difference at the forefront of their design, proven by the given name ‘Leaf’ a name with natural connotations. The Nissan Leaf transformed the electric car market when it arrived in 2010. Its conventional hatchback looks are appealing, while it has just enough of a hi-tech look to let people know about its electric drive system (Auto Express, 2016).

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2.2.1 above the line Promotion

Although the website for the Leaf lacks any natural imagery and imagery that would make an audience relate to the environmental friendly features, most of the web page is dedicated to the green technology of the vehicle being 100% electric. Promotion on the website of the Nissan promotes harmony between Nissan and the consumer proving a great experience and guaranteed excellence with the brand and vehicle. Contradictory to many other brands across the market levels, the Leaf’s web page hasn’t got a section on sustainability or the environment which is fundamental to putting across the message of making and difference and addressing their social corporate responsibility

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To launch the first purpose-built 100% electric car in Australia, the Nissan LEAF, an exhibit was designed which features over 40 real petrol pumps artfully reinterpreted into useful everyday items to express the fact that with the Nissan LEAF, petrol pumps are no longer needed as the LEAF runs purely on electricity meaning the home is now the everyday filling station. The recycled petrol pumps have been turned into functioning pieces of interactive art including a fish tank, coffee machine, giant water fountain, grandfather clock and a bird feeder that features a petrol pump covered in birdseed (Ads Of The World, 2016). Highlighting the increase in electric vehicles by contrasting this with a lesser need for petrol is an effective way of showing Nissans response to lowering co2 emissions which are produced by petrol ran cars and addressing their social corporate responsibility.

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The accounts and creative behind this ad understood that the people buying electric cars were doing it for the environment, since the selling was not based on the price, and that, for the most part, these people understood climate change and the damaging effects it was having on the environment, particularly the poles.

They built this ad around the concept that people cared what was happening and wanted to make a difference (Jumping Elephant, 2016). This ad targets people’s emotional states and emphasises how they can make a difference to the environment by purchasing the all electric Leaf. This type of promotional strategy is the most effective in addressing environmental issues globally.

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2.2.2 below the line

Nissan initiated a social media campaign called “Real Owners. Real Questions.” On the website associated with this campaign, real LEAF owners can share their personal experiences with the 100 percent electric vehicle. Potential LEAF buyers can visit the site and check out hundreds of personal testimonials including quotes, videos and photos. There is also an interactive library of questions on the site as well. Through this feature, those researching the LEAF can ask and find answers to questions about the vehicle such as “What’s the longest trip you’ve ever taken?” or, “How much money have you saved?” (Grossman, 2014).

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Nissan created the Nissan Connect app which is designed to help you manage your vehicle and control many frequently used features directly from your iPhone. Nissan LEAF owners with an active subscription can control their vehicle through the app. The app also provides a demo mode for Nissan LEAF enthusiasts to experience the features. With iPhone app, you can: •Check state of battery charge •Start charging •Check when battery charge will complete •See estimated driving range •Turn on or off the climate control system The app created by Nissan allows car users and enthusiasts to check statistics on their cars and also promotes the electric features of the vehicle.

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2.3 COnclusion and comparison of market Level

Although one car is a fully electric and the other is a petrol hybrid, both brands set out to promote their products in the same way, a way in which will make a positive impact on the environment and issues surrounding the industry. However, Nissan promote their Leaf in a better and more environmentally conscious way than Honda do, as Hondas main focus is on the technology, performance and interior of the car with little to no mention of the hybrid technology in any of their promotional campaign. Nissan was most successful in addressing these issues through their TV advertisement where the brand targeted consumer’s emotional state in order to get their message across about the damages co2 emissions do to the environment. Therefore Nissan successfully address their social corporate responsibility through the use of these ads and trying to persuade consumers to make a difference.

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3.0 middle market level

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3.1 TOYOTA PRIUS

Starting at £23,600 and winner of the 2016 ‘Eco Car of the Year’ award, the Toyota Prius is a midsized fully hybrid vehicle that has been labelled as being one of the most economic cars being sold (Eco-Friendly Emporium, 2011). Part electric, part petrol-engine, the new Prius is the most ecologically friendly car on the road today, and it’s all down to its hybrid synergy drive (The Guardian, 2011). As versatile as it is green, the Prius can accommodate an eco-friendly family of five inside its spacious interior without sacrificing performance (Danielson, 2014). The primary target customer for the Prius is a green minded consumer, usually well educated and starting a family – however as reported in January, as many as 60 percent of Generation Y drivers--those aged from their teens to early 30s--would prefer a hybrid over other types of vehicle (Ingram, 2012).

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3.1.1 above the line

Throughout the webpage for the Toyota Prius the brand focus heavily on mentioning the use of green hybrid technology within the vehicle, however the imagery and photography used within the website does not clearly reflect its outstanding green credentials. It has a very urban, city vibe which contradicts its green nature. There are sections of the webpage which highlights its hybrid technology; however the rest of the page focuses on the performance and overall look of the car rather than about what it does for the environment.

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The Prius campaign deploys some outdoor-marketing gimmicks, including transforming certain bus shelters in cities in the US such as Boston, Chicago and Los Angeles into cooling stations that use solar panels to power fans. It’s a way to demonstrate how solar panels on the Prius’s moon roof keep the car cool (Vranica, 2009). Contrasting to the dark/urban vibe of their website, Toyota’s outdoor promotion primarily focuses on the economic benefits of the car, highlighting the car as a green car. Another example of Toyota’s outdoor promotion is where Toyota set up several 12-foot-tall flower sculptures around parks equipped with solar panels that can be used as mobile phone- and laptop-recharging stations. The brand also has billboards across the US made entirely out of real flowers. This type of outdoor advertising is interactive, building up engagement with the customer and also enhancing the consumer’s knowledge of the environmental benefits of the car. The use of flowers and natural imagery in the promotion also further promotes the brands green credentials and its benefits to the environment.

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With the tag line “Harmony Between Man, Nature And Machine” the Toyota Prius ‘Harmony’ ad highlights the car’s main features. The campaign paints the Prius as offering what buyers want--advanced technology, more power, interior space, safety, and the magic 50-MPG figure--while simultaneously giving nature what it wants: lower tailpipe emissions (Voelcker, 2009). The cinematic technique uses people moving in unison to create a natural landscape such as sun, clouds and grass. This technique is used to highlight the importance of harmony between man, nature and machine. The use of natural imagery highlights the Prius’s main attribute – being environmentally friendly.

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3,1,2 below the line

Toyota’s key to social media success for their “Prius goes plural” campaign was understanding that nothing gets conversation going, attention and engagement than controversy. Instead of launching a campaign focused on the new models of the hybrid vehicle, Toyota promoted a campaign on the grammatical debate over the plural of the word “Prius.” Toyota used several different tactics and platforms to promote the campaign, including creating a web video, doing outreach on their Facebook page, and using promoted tweets to help spark conversation. The trend caused a fair amount of debate while pushing people over to Facebook, YouTube and their official webpage for you to learn more, share, and take part in the debate (Blakely, 2012).

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A Facebook app was developed enabling Toyota hybrid owners to show their pride in their cars by signing up as brand ambassadors, offering to take people for a free test drive. Selected individual ambassadors were then photo¬graphed encouraging audiences to ‘Try my hybrid’ in campaigns using TV and outdoor, as well as Facebook (Grande, 2015).

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3.2 volkswagen golf

The Volkswagen (VW) Golf is complete with BlueMotion technology which cuts down on costs and co2 emissions. Bluemotion is a trade name for certain car models from the Volkswagen Group with an emphasis on higher fuel efficiency through a range of innovative energy-saving technologies, from automatic start/stop to low rolling resistance tyres, work in synergy with our advanced engines and gearboxes to cut fuel consumption and reduce harmful emissions (Volkswagen, 2016). The VW Golf comes in a variety of ranges including a hybrid and fully electric motor.

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3.2.1 above the line

The VW website promoting the Golf focuses mainly on the technology and award winning features of the vehicle with little mention of its sustainability and environmental benefits. There is a small section on the website of the VW Golf dedicated to the environment with images depicting windmills and natural imagery, however rather than talking about the brands social responsibility in reducing carbon emissions within the vehicles they build VW take on a different approach with recycling which does not have the same effect.

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One of the most successful pieces of outdoor advertising done by VW is a large scale digital out of home installation set up in Berlin’s biggest train station that wrapped images and interactive multimedia around the entire south entrance of the station. The installation included a large LED screen at the station’s main entrance as well as eight 46-inch interactive touch screens with built-in cameras.

Volkswagen’s campaign asks: If you could only kiss one person in your life, who would it be? The campaign encouraged people to take photos of themselves with their companions using the touch screen’s interactive features. Photos were then displayed on the installation’s giant LED screen for all to see (Screen Media Daily, 2014). Although using an emotional selling point, the VW campaign does not focus anything on its environmental benefits.

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The Think Blue. Eco Ride 2013 video advertisement with the Golf TDI BlueMotion is a promotional video that the professionals of the Volkswagen Driving Experience have devised to test how far the Golf TDI BlueMotion can travel on a single tank of fuel: from Nantes, France to Copenhagen, Denmark. Showing how eco-friendly the car is. The video was posted on the Volkswagen official Youtube page and promotes the green credentials of the car. However, the video does not give any real information on the electric/hybrid properties of the car which is one of the main selling points to an eco-friendly consumer who wants to know the details of the technology. The promotional video is more of an informative video rather than an entertaining and grabbing attention video.

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3.2.2 below the line

VW promoted their Golf car through the medium of Facebook creating a new game that gave players a chance of winning a car by playing virtual roulette. Golf wanted to draw attention to the low fuel consumption of the car and they did so by running a virtual roulette game where users could log in using Facebook and place their bet on where they thought the car was going to run out of petrol along one of the most iconic roads in the country. An engagement of 50,000 people tuned in to track the car on its journey and people conducted all sorts of research in to the car to guess where it might run out of petrol and you will never see a better campaign in terms of drawing attention to the key message (Simply Zesty, 2011). This social media campaign highlights the cars eco friendly credentials and brings them to the public’s attention and addressing their social corporate responsibility in an entertaining and innovative way.

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The Volkswagen Charge Up for e-Golf app utilizes the battery charging hardware in smart phones and offers a chance to win the car. By charging their phone, people receive a raffle ticket when they charge their phone for the chance to win the new Golf. Created by Try/Apt Agency in Norway, this app is an interesting play on the charging function (DAN, 2014). The app promotes the vehicles electric features in an exciting and entertaining way.

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3.3 conclusion and comparison of market level

Based on a small survery3 only 15% of participants recognised VW as a sustainable and eco friendly brand, compared to its competitor Toyota’s where 31% of participants agree. This could be based on Toyotas more green and natural approach in their promotional strategies using the solar powered advertisement to highlight the green and less energy using features of the brand and the vehicles to properly address their social corporate responsibility. The difference with VW and their promotional strategy is that although they promote the lower fuel emissions of the car, they do not do it in a way that reflects helping the environment and being sustainable. In conclusion, at a middle market level Toyota have a better strategy within their promotion that shows they are addressing their social corporate responsibility surrounding the issues of carbon emissions and sustainability.

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4.0 high end market

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4.1 bmw I3

The all-electric BMW i3 is the world’s first mass production model to be designed for sustainability at every stage, from the development of the car, manufacturing, the promotion/marketing and the running costs of the car. The one-box design is unlike any other BMW in the range, and its compact dimensions and tall body hide a spacious four-seater cabin. The vehicle was voted no 1 on Autoexpress’ “best low emission green cars” (Naylor, 2016) due to its zero emission motor, which releases no harmful gases into the environment, thus cutting down the consumers individual carbon footprint. As well as the car being fully electric, there are also natural fibres and materials used within the manufacturing of the cabin, further promoting the i3’s green credentials. The BMW i3 is targeted at an eco friendly consumer but being in the high market level, the car will cost a considerable amount which may be out of budget for a lot of people who are looking to make a difference to their carbon footprint, as shown by studies in a small survey2 which show 56% of participants were conscious of their eco footprint, yet costly prices prevented them from acting upon it.

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4.1.1 above the line

The website for BMW is the first point of call for anyone wishing to purchase or enquire about a car, so the page needs to be informative and to the point. The website for BMW has its own section for sustainability therefore clearly and successfully reflecting its message of the sustainability and eco-friendly factors that they have poured into the car, this included ‘green’ natural imagery such as trees, leaves and branches, which is a contrast to the urban, city style of their other cars and products which don’t portray this environmental message.

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“The car giant celebrates the launch of the world’s first premium fully electric car with an illuminating poster campaign” (Creative Bloq Staff, 2013)

Posterscope’s Hyperspace division worked closely with BMW’s creative agency on the attention-grabbing campaign which incorporates ‘Halo’ lighting into a customised billboard special build to create an after-dark glow effect around 2D cut-outs of the i3. The billboard was displayed around the UK across roadside, rail and underground sites. With the tagline ‘Become Electric’ this promotion highlights the new technology in the fully electric car, but promotes it in a different way showing less of the ‘natural’ and ‘green’ economical advertising.

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BMW’s official release video was first shown on the BMWi official youtube page. It has had over 1.3 million views since its release in July 2013. The ad promotes the BMW i3’s new technology and stunning interior of the car. The overall look of the ad is an urban city vibe but is contrasted by the hints of green in the city through the trees and the incredibly bright lighting making it feel light and airy and thus reflecting on the consumer’s lifestyle which means hopefully consumer can then relate to the ad.

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4.1.2 below the line

Anticipation for the release of the i3 was built with consumers through teaser posts on Facebook, Twitter, Instagram, Periscope and the BMWi online forum when new or limited edition models are released. (Kirshenbaum Bond Senecal + Partners, 2015) BMW have a ‘BMWi’ branch on each of their social media platforms which promote their eco electric and hybrid models. ‘The electric Generation’ on BMW social media platforms allow customers to share moments of everyday life with the BMW i3 to talk about its sustainability, driving ability and durability. This further promotes the idea that electric cars are the future.

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The BMW i Remote App for iOS and Android shows you detailed information on the current status of your car – e.g. car location, range, and battery charge level, service messages, and information on whether the doors are locked and the lights are off. (BMW Corporation, 2016) It also measures the efficiency of each journey in a BMW which can be shared amongst others users and compared, which is useful for the eco-conscious customer who wants to reduce their emissions and increase their efficiency.

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4.2 lEXUS CT200H

Lexus’ environmental efforts have grown out of a genuine respect and concern for the earth’s environment (Lexus, 2016).

With their 4 step plan, Lexus aim to become a zero emission company, with zero waste across every part of the business.

The CT200h is a compact car powered by the world’s most advanced full hybrid technology. With a smooth performance, it is hallmarked by extremely low CO2 emissions which target an eco-conscious consumer who wants the reduced environmental effects with the great speed and performance of a luxury car, with prices starting at around £29,000. The car sells at about the pace of an electric car with about 15,000 being sold each year (Goreham, 2013). That makes it Lexus’ lowest volume car.

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4.2.1 ABOVE THE LINE

Although the CT200h is one of Lexus’s most eco-friendly cars, and has a very niche consumer, its website does not reflect that of an environmental or sustainable car. Its focus is very much on the technology of the car rather than its environmental benefits. This style of website however is in unison with their other non-eco cars which could show how Lexus have tried to make this web pages all look consistent and in unison. The website is the first port of call for any consumer wishing to purchase a Lexus CT200h so the site does provided a very informative page with all the information needed about a luxury car however it mentions little of its environmentally beneficial factors.

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The ad for the Lexus CT 200h hybrid unfolded in a multi-dimension billboard which was projected onto the side of the Roosevelt Hotel in LA. The technology called “3-D architectural projection mapping installation,� was used as an outdoor billboard where the hybrid car appears to drive all over the side of the historic building, with flowers bloom on it, and water sprays from it. The campaign, from Pearl Media, launched on Earth Day and the 3-D ad is part of a full-court press for the hybrid car, which was aimed at a younger, edgier buyer than the typical Lexus models (Stanley, 2011). Although very impressive and creative, the brand are still focusing on the entertainment and luxury side of the vehicle rather than playing on its unique environmental factors.

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With the tagline “Effortless Luxury” the Lexus ad focuses more on the luxury and technology of the vehicle with no mention of its impact on reducing carbon emissions. The ad was first released on Lexus’s youtube channel with over 1 million views. Lexus aims to reach a new, younger consumer with an integrated prelaunch campaign for its CT 200h hybrid, slated to roll out in the US in 2011. The theme, “The Darker Side of Green,” melds an online film, interactive Web platform, promotional partnership program, and traditional ad components. The team launched Dark Ride, a 12.5-minute interactive film designed to be a game-like virtual test drive, at www.lexusdarkride.com. Users with a microphone can record lines, insert a Facebook profile photo, and choose an adventure (Bruell, 2010). Again with little mention to the environmental impacts its main focus is on the entertainment and luxury of the car

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4.2.2 below the line

51% Twitter 18% Online News 13.9% Instagram (TalkWalker, 2016) Lexus does not have a very strong social media presence. Its main use of social media is Twitter which is over half of their social media presence percentage, where they respond to consumers and get people talking about their cars. As far as the CT200h there are no special features on social media about the car or its impact on the environment.

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Under the title The Darker Side of Green, Lexus chose to host a series of debates on climate change as part of its roll-out of hybrid Lexus CT200h. These events were hosted by a celebrity, with an environmentalist journalist and prominent skeptic debating climate-change issues. The debates were in partnership with ‘Tequila Patron’ which held debates and ‘cocktail nights’ designed to inspire a new audience to consider luxury hybrid vehicles. “Lexus hybrid vehicles seamlessly brings together two different lifestyle characteristics – unabashed luxury and modern green technology,” said Andrea Lim, Lexus events marketing manager (Watts, 2010). “Expanding our debate series helps to reinforce the message embodied in the CT 200h – that two behaviours, not often found side by side, can successfully merge and become a way of life.”

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4.3 comparison and conclusion of market level

Both the BMW i3 and the Lexus CT200h are luxury cars with the environmental benefits of producing low or zero CO2 emissions. Although both brands state their actions to help make a difference to the environment, from their promotional strategies it is clear that BMW are more aware of their social corporate responsibility to make a change to the environment with the i3. This is shown through the use of constant reminder that the BMW i3 is a fully electric car, its benefits and the use of the natural and green imagery throughout its advertising campaigns, clearly showing how they are targeting a primarily eco-conscious audience who are willing to make a difference. Whereas when Lexus promote their CT200h, their main focus is on the drive and performance of the car, while still highlighting it being a luxury car and targeting a younger, edgier audience with no mention of being eco-conscious.

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5.0 CONCLUSION

In relation to the question of how SUCESSFULLY do automobile brands address the issues in the industry surrounding carbon emissions and sustainability within the brand and its promotion strategies, it has been shown through this report that one of the two brands from each market level promoted their brand in an environmentally friendly way that shows the brand are addressing their social corporate responsibility in addressing these issues which successfully targets their primary target audience. Through thoroughly researching each of the brands, it is clear to see that the most successful piece of advertising done by each of the brands is their outdoor advertising, especially with the majority of brands using new interactive and innovative ways of advertisements including light up billboards, and 3D projection mapping. One point that could be improved in the brands promotional strategies is to focus more on the environmental benefits and credentials of the product rather than the focusing on the technology and performance of the car, similar to how BMW and Nissan do.

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This is a short summary of the different types of promotion done by each brand. The steerting wheele icons represent whether the brand promotes their produc using that type of advertising. The different types of promotion are social media, TV and film, PR/Events, websites, apps and outfoor promotion It is shown that the most sucessful brands use the most advertising techniques.

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6.0 BIBLIOGRAPHY and referencing Ads of the World, 2012. Honda Plug. [Online] Available at: http://adsoftheworld.com/media/outdoor/honda_plug Ads Of The World, 2016. Nissan A world without Petrol. [Online] Available at: https://adsoftheworld.com/media/ambient/nissan_a_world_without_petrol Auto Express, 2016. Best Low Emission Cars. [Online] Available at: http://www.autoexpress.co.uk/nissan/leaf/86340/nissan-leaf-best-low-emissions-green-cars Blakely, J., 2012. Best Social Media Campaigns. [Online] Available at: http://www.postano.com/blog/12-best-social-media-campaigns-of-2012 BMW Corporation, 2016. BMW. [Online] Available at: http://www.bmw.com/com/en/insights/corporation/bmwi/connecteddrive.html BMW, 2016. Sustainability. [Online] Available at: http://www.bmw.co.uk/en_GB/new-vehicles/bmw-i/i3/2016/sustainability.html Bruell, A., 2010. Lexus Dark Side. [Online] Available at: http://www.prweek.com/article/1266886/lexus-highlights-dark-side-build-interest-new-hybrid Cameron, N., 2016. Facebook and Instagram. [Online] Available at: http://www.cmo.com.au/article/601102/why-toyota-launched-new-prius-hybrid-car-facebook-instagram/ Carrington, D., 2016. Electric, hybrid and low-emission cars. [Online] Available at: https://www.theguardian.com/environment/2016/feb/25/electric-cars-will-be-cheaper-than-conventional-vehicles-by-2022 Creative Bloq Staff, 2013. Glow in the dark billboards BMW. [Online] Available at: http://www.creativebloq.com/posters/glow-dark-billboards-bmw-10135113 Creative Review, 2011. The Unpredictable Life. [Online] Available at: https://www.creativereview.co.uk/this-unpredictable-life-client-honda-jazz-agency-wk-london/ DAN, 2014. Charge Up For E-Golf. [Online] Available at: http://digitalagencynetwork.com/volkswagens-charge-up-for-e-golf-app/

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Danielson, N., 2014. Best Eco-Friendly Car. [Online] Available at: http://usgreentechnology.com/why-the-toyota-prius-is-the-best-eco-friendly-car/ Eco-Friendly Emporium, 2011. Toyota Prius. [Online] Available at: http://www.eco-friendly-emporium.com/eco-friendly-cars-toyota-prius-hybrid.html Goreham, J., 2013. Refreshed 2014 Lexus CT200h. [Online] Available at: http://www.torquenews.com/1083/refreshed-2014-lexus-ct-example-smart-green-car-manufacturing Grande, C., 2015. Facebook App. [Online] Available at: http://www.campaignlive.co.uk/article/1359323/results-toyotas-try-hybrid-facebook-app Grossman, N., 2014. Grossman Nissan. [Online] Available at: http://www.grossmannissan.com/blogs/585/nissan-news-old-saybrook-ct/nissan-launched-leaf-inspired-social-media-campaign/ Honda, 2016. Honda Jazz. [Online] Available at: http://www.honda.co.uk/cars/new/jazz-2016/overview.html Ingram, A., 2012. Green Car Reports. [Online] Available at: http://www.greencarreports.com/news/1074591_2012-toyota-prius-c-hybrid-targets-generation-y-buyers Jumping Elephant, 2016. Advertisement Review Nissan Leaf. [Online] Available at: http://jumpingelephant.guru/advertisement-review-nissan-leaf-polar-bear-commercial-environmental-message-ad/ Kirshenbaum Bond Senecal + Partners, 2015. Shorty Awards. [Online] Available at: http://shortyawards.com/8th/i3-shadow-sport Lexus, 2016. The Lexus Environment. [Online] Available at: http://www.lexus.co.uk/lexus-today/environment/#360DegreeApproach Marketwire, 2016. Industry Growth. [Online] Available at: http://finance.yahoo.com/news/Car-Industry-Will-Grow-to-904-iw-761650321.html National Geographic, 2016. Buying Guide. [Online] Available at: http://environment.nationalgeographic.com/environment/green-guide/buying-guides/car/environmental-impact/

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Naylor, S., 2016. Best Low Emission Green Cars. [Online] Available at: http://www.autoexpress.co.uk/bmw/i3/88085/bmw-i3-best-low-emissions-green-cars Nissan, 2016. Nissan Leaf. [Online] Available at: https://www.nissan.co.uk/vehicles/new-vehicles/leaf.html Parekh, N., 2015. Auto Car. [Online] Available at: http://www.autocarindia.com/auto-news/honda-goes-digital-to-attract-jazz-customers-396215.aspx Screen Media Daily, 2014. Outdoor Advertising Campaigns. [Online] Available at: http://screenmediadaily.com/outdoor-advertising-campaign-for-volkswagen-blends-emotion-and-interactivity/ Simply Zesty, 2011. Social Media. [Online] Available at: https://www.simplyzesty.com/blog/article/august-2011/brilliant-social-media-golf-roulette-game-place-your-bets-to-win-a-car Stanley, T., 2011. ADFREAK. [Online] Available at: http://www.adweek.com/adfreak/lexus-does-killer-3-d-building-projection-hollywood-131166 TalkWalker, 2016. Lexus Social Media Analytics. [Online] Available at: https://www.talkwalker.com/industry-research/automotive/lexus-social-media-analytics The Guardian, 2011. Prius Environment. [Online] Available at: https://www.theguardian.com/prius/environment/0,,1122256,00.html Voelcker, J., 2009. Green Car Reports. [Online] Available at: http://www.greencarreports.com/news/1020596_2010-toyota-prius-marketing-theme-harmony-between-man-nature-and-machine Volkswagen, 2016. BlueMotion Technology. [Online] Available at: http://www.volkswagen.co.uk/technology/bluemotion-technologies Vranica, S., 2009. Wall Street Journal. [Online] Available at: http://www.wsj.com/articles/SB124199018707904593 Watts, K., 2010. Darker Side of Green. [Online] Available at: https://lexusenthusiast.com/2010/07/07/lexus-darker-side-of-green-debates/

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7.0 APPENDIX 1 2

3

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