In this collection of new ads created by Audi Ireland, the car brand attempts to challenge the stereotype of female divers. Audi is being coy, yet savvy by titling the campaign #WomenDrivers, which will also allow ample opportunity to gain recognition in the Twitter world, Facebook, and Instagram where hashtags are used.
Using the hashtag draws in people who will click the link to see funny stories about women driving. However, what they actually click on are links which reveal anecdotes about females who are accomplishing true greatness in their professional fields.
One wonderful example shows an image of a car in a tree posted to Audi's Twitter page saying "Nice job lady! Check out these #WomenDrivers #Audi #Funny" -- the link has nothing to do with driving or even cars. They are simply a way to rid the cliche way of thinking women are bad drivers, while also sharing powerful female accomplishments from around the world!
Female-Celebrating Car Ads
Audi Uses #WomenDrivers to Showcase Female Talent in Its Latest Ads
Trend Themes
1. #womendrivers Challenge - A trend where car brands create female-driving focused ads and use social media to promote them, chipping away at the stereotype of poor women drivers and creating opportunities for new marketing channels.
2. Gender-inclusive Marketing - A marketing trend in which car brands create ads that celebrate and empower women, featuring female protagonists, promoting gender-inclusivity and opening up new target markets and customer segments.
3. Power of Hashtags - A trend where brands leverages popular and relevant hashtags such as #WomenDrivers to tap into social media conversations, encourage engagement and shift narratives on prevalent social issues.
Industry Implications
1. Automotive - Car brands can create gender-inclusive marketing campaigns that celebrate female prowess and empower women, tapping into a new customer base and increasing brand engagement and loyalty.
2. Marketing and Advertising - Gender-inclusive marketing campaigns and the strategic use of hashtags can create buzz, increase engagement and reach new audiences, opening up opportunities for innovative campaigns that resonate with the changing social landscape.
3. Social Media - The use of hashtags can drive social and cultural change by creating conversations, changing perceptions, driving brand engagement and generating new marketing channels.