REACTING TO THE NEWS
In 2008, due to escalating environmental concerns, Chancellor of the Exchequer at the time, Alistair Darling, increased fuel duty by 0.5p per litre and planned to introduce an emissions-based vehicle excise duty in 2010, which would see motorists who were currently paying £210 per year paying up to £455. With ever-increasing costs of running a car, German automobile manufacturer, BMW, introduced its EfficientDynamics range of vehicles, designed to lower the environmental impact of driving and increase fuel economy. BMW launched a campaign to position themselves as the leader in economical and ecological car manufacturing. BMW also planned to raise awareness of their “EfficientDynamics Weekend” where any driver could bring any car to be given a free efficiency check, as well as advice from BMW about how to make their cars run more efficiently and economically.
In order to maximise the campaign’s coverage, BMW chose to run a series of radio interviews promoting the “EfficientDynamics Weekend” with their EfficientDynamics representative, Richard Hudson, who discussed with presenters the environmental and financial implications of running an inefficient vehicle and what drivers could do to combat it. Presenters reported that Richard was an effective spokesperson who made the topic engaging for listeners and communicated BMW’s messages well.
Coverage highlights included: Local Radio Company, 97.4 Cool FM, BBC West Midlands, BBC Radio Solent and BBC Tees.
Campaign in Numbers:
BMW’s campaign secured a weekly reach of 3 million listeners with 1 hour 23 minutes’ worth of coverage.
BMW’s campaign managed to secure a total of 16 items of coverage on BBC and commercial regional and local radio stations and national news networks across the UK.