Driving Emerging Markets
By 2010, the combined purchase power of African Americans, Asians and Latinos is projected to grow by 14%. Though it has long recognized the importance of reaching minority consumers, General Motors needed to step up strategic communications to keep up with the changing needs of an ever-evolving and increasingly diverse audience.
MS&L designed a campaign to showcase GM’s latest offerings in design/technology and the diverse talent that is driving GM’s innovation. The campaign engaged diverse media – African American, Asian, Hispanic and Gay and Lesbian - at events they typically don’t attend: key auto shows and signature events where they could meet GM’s diverse team of designers, engineers and other specialists.
MS&L also produces a monthly e-newsletter for diversity media called The Inside Scoop, which highlights the significant role of diversity in GM’s success.
The piloted campaign at North American International Auto Show and New York Auto Show successfully brought more than 70 journalists from diverse backgrounds to meet GM firsthand, and media impressions were in the millions.