We have all been looking for a new, fuel friendly, aesthetically pleasing car that will take us from point A to point B without any major problems. Currently, the automobile market has multiple hybrids, electric, and "smart" cars available, but they have all been under scrutiny based on their safety in crashes, sustainability, and even their long-term effects on the environment despite the idea of being "eco-friendly."
So when the students of Marketing 474, Advertising and Promotions with Professor Kohler, were presented with the new Honda Insight, an affordable hybrid with the amenities of a standard car but with the efficiency of a eco-minded vehicle, they had a large task on their hands; the goal was to promote a car during a recession, but also present new green technology in a market where people are more skeptical than accepting.
They immediately went to work. The Lakeshore Advertising team developed advertisements aimed at their target markets and their desired features in a car, planned and implemented an on campus event to showcase the car, utilized the Chicagoland media, and found sponsors and donations, all while sticking to a budget. So, did all of their hard work pay off in this hard-knock market?
On November 3rd, Lakeshore Advertising hosted their Honda Insight event in hopes to create buzz around the new hybrid vehicle. With two flashy, new cars placed on the Quad, tours of the Insight's interior, and not to mention free food and giveaways, the promotion of the Insight was easily brought together. However, the real question is did the features of the car win over the college students at UIC?
Juan Herrera, 4th year marketing major and public relations member of Lakeshore Advertising was happy to discuss the Honda Insight with me, especially the newest technology regarding fuel efficiency. "The Insight is affordable at $19,800 for students. The top end Insight is still more affordable than the top end Prius. Also, gas mileage can reach 43 miles per gallon with the "eco assist" button."
The last statement caught me off guard. The car has an "eco assist" button installed into every Insight that tells you how to get more miles from your fuel. For example, it will let you know if you are inefficiently braking or accelerating at a fuel-wasting rate. After every trip, it will also grade your "eco-score" based on your driving (grading based in leaves, of course). Blogs like thecarconnection.com even claim that with insistent eco-friendly driving, drivers can achieve 60 miles per gallon thecarconnection.com.
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