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RE: [carfree_cities] Cars: Family marketing message now is to parents, not kids

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  • Andrew Dawson
    As for a tv show set on a commuter train, we had one here in Canada on Global called Train 48 . Take care, Andrew
    Message 1 of 2 , Jan 2, 2006
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      As for a tv show set on a commuter train, we had one here in Canada on
      Global called "Train 48".

      Take care, Andrew


      >From: Todd Edelman <traintowardsthefuture@...>
      >Reply-To: carfree_cities@yahoogroups.com
      >To: Carfree Cities <carfree_cities@yahoogroups.com>, WCN list
      ><carfree_network@...>
      >Subject: [carfree_cities] Cars: Family marketing message now is to parents,
      >not kids
      >Date: Mon, 2 Jan 2006 20:02:02 +0000 (GMT)
      >
      >Carfree fans,
      >
      > The following is from Automotive News, and it makes me feel ill.
      >Living in Central Europe and not having a TV, I didnt realise how
      >pervasive automobilism had become in children's media (infiltration of
      >Sesame Street, Nickelodeon, etc..) and I dont think it matters much that
      >parents have responded negatively to marketing to kids, because the venue
      >nor message hasnt really changed...
      >
      > While there is no way we can compete on sheer volume, are there any new
      >activties we can start planning that will combat this in a more effective
      >way? For Carfree Network Members and Active Individuals, do we need to
      >start a programme specifically on "Automobiles in the media"?
      >
      > Two ideas:
      >
      > * What I will call "non-specific product placement": Getting more
      >movies and TV shows to show positive views of public transport, walking or
      >cycling. How about a TV sit-com that takes place on a commuter train, with
      >the characters seeing each other every day? (the industry would LOVE to
      >help construct a set). For variety, they could start or the end show every
      >day with a few of the characters walking to the transport/transit stop
      >together. Or even walking or cycling alone, thinking. Or for a movie,
      >either encouraging friends who are screenwriters etc to include trains...
      >or even get a big public transport sector company like Bombardier,
      >Hitachi, etc to pay for product placement? (I realise people are tired of
      >more formal product placement) Will automobile advertisters prevent this
      >happening this idea from being realised?
      >
      > * "Carfree Kids Action Figures"!!
      >
      >
      > Todd, Green Idea Factory
      >
      > ---
      >
      > Family marketing message now is to parents, not kids
      >
      > Automotive News / January 2, 2006
      >
      > A few years ago, automakers thought they had the key to marketing to
      >parents through their children: Put characters from cartoons and kids' TV
      >shows and movies in ads for minivans and SUVs.
      >
      > Ford Division used characters from "Blue's Clues" and "Sesame Street."
      >Chevrolet recruited the Looney Tunes crowd. E.T. appeared in Toyota Sienna
      >ads. SpongeBob SquarePants plugged Endeavors for Mitsubishi. The Chrysler
      >group included Dora the Explorer in its minivan marketing.
      >
      > But the strategy backfired, says Art Spinella, president of CNW
      >Marketing Research.
      >
      > The Bandon, Ore., company's surveys showed that parents disdained the
      >"mom-mobile" label attached to family vehicles, Spinella says. And they
      >resented automotive advertising aimed at juveniles, he adds.
      >
      > Two more excerpts from article:
      >
      > "...American Honda Motor Co. Inc. built an Odyssey minivan giveaway last
      > year around its sponsorship of Little League baseball. The company also
      >is developing an exhibit for the Tomorrowland area of Disneyland in
      >Anaheim, Calif..."
      >
      > +
      >
      > "Jim Perry, senior vice president of ad sales for Nickelodeon, a cable
      >TV network that offers children's programming, says vehicle shopping has
      >become a form of entertainment for many families."
      >
      > Full story at
      >http://www.autonews.com/apps/pbcs.dll/article?AID=/20060102/FREE/51229030/1011/newsletter07&refsect=newsletter07
      >
      >
      >
      >
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