Johnson Controls: Launch of MyDemoDrive.com
Becky Fitzgerald, Mary Ann Wright and Craig Rigby
Brand owner: Johnson Controls
Brand: Johnson Controls
Campaign duration: 1-3 years
Media budget (USD): $500k-$1m
Channels used: Events and experiential,Internet – general, Internet - microsites, widgets Internet – search, Public relations, Social media
A 2009 Harris Interactive survey revealed that more than 59% of US consumers admitted they did not know the differences between the various types of hybrid vehicles.
To eliminate this confusion, a Johnson Controls team of engineering and marketing specialists developed and launched MyDemoDrive.com, an interactive, web-based simulation and educational platform. With this online interface, Johnson Controls set out to raise awareness of the spectrum of advanced vehicle technology available to global consumers.