Audiovox

Connecting Audiovox with families and building communities

Challenge

• Increase product distribution and sales of Audiovox collision avoidance systems

Insights

• Research uncovered that at least two children are killed each week due to “backover accidents”: unintentionally being run over by car in their driveway; another 48 are injured
• Connecting emotionally to families by providing Audiovox products as safety solutions translates to an emotional connection to brand
• Campaign could be driven by policymakers, as this is key public safety concern – providing built-in media appeal, consumer connection

Strategies

• MMC developed partnership with influential group – KIDS AND CARS (KAC) – to provide strategic, credible connection to safety
  • Positioned Audiovox products as safety solutions in various media and educational tradeshow opportunities
  • Washington, DC-based KAC press conference with Senators Hillary Clinton (D-NY), John Sununu (R-NH) and other government officials provided highly-visible forum for Audiovox president to discuss and demonstrate company’s collision avoidance systems
  • Offered Audiovox opportunity to sticker collision-avoidance products with: “Audiovox supports the work of KIDS AND CARS”

Success

• Circuit City, Autozone convinced of Audiovox child safety role, picked up product line
  • Audiovox used KIDS AND CARS partnership to sell in other regional/national retail chains
  • Program embedded into Audiovox sales presentations
• Significant coverage: CNN, The Today Show, The New York Times, Consumer Reports, Bloomberg Radio, local TV news in NYC, Washington DC, Boston
• MMC efforts for Audiovox have enhanced acceptance of collision avoidance systems and new safety legislation