American Plastics Council Launches First Advertising Program Directed to Automotive Community
23 February 1998
American Plastics Council Launches First Advertising Program Directed to Automotive Community
DETROIT, Feb. 23 -- "Think plastics." That's the message the
American Plastics Council (APC) is sending to automotive designers and
engineers.
APC this month is launching its first communications program developed for
the automotive market. The program is a result of extensive research
conducted by APC and a direct response to what the automotive community says
it needs from the plastics industry. The multimedia campaign incorporates
print and radio advertising, as well as collateral materials, and a dynamic
new automotive site on the World Wide Web.
The APC message focuses on the advantages plastics offer automotive OEMs
and suppliers, including low cost tooling and assembly, weight savings, design
flexibility, durability, parts reduction and superior overall performance.
The campaign demonstrates that these advantages not only apply to areas where
plastics are traditionally thought of -- such as interiors and fascias -- but
also to body panels, chassis parts, and engine and power train components.
"Our objective is simply to let the broad automotive community know that
many engineers in the industry are exceeding expectations when they base their
designs on plastics," points out Bill Windscheif, chairman of APC's Automotive
Work Group and senior marketing manager of Montell's Automotive Business
Group. He adds, "We believe our education and communications program on the
benefits of plastics will help increase familiarity with plastics applications
and properties and, in turn, increase specification of plastics in auto
applications. APC is deeply thankful for the cooperation of Chrysler, Ford,
and General Motors, and is grateful for the help of some of the industry's
most innovative engineers and designers. They're the ones who really bring
our communications program to life."
Windscheif emphasizes that the automotive industry is an important market
for APC members. Citing The Society of the Plastics Industry, Inc., he points
out, "Approximately four billion pounds of plastics were sold in the
transportation industry in 1996." Automotive plastics applications account for
an average of 236 pounds on today's vehicles, according to Market Search of
Toledo, Ohio. By the year 2002, Market Search says the average weight of
plastics per vehicle is expected to grow to 263 pounds.
"From the Industry, to the Industry" Approach
A feature of the communications campaign is APC's "from the industry, to
the industry" creative approach. The advertising campaign and an
informational brochure are built around real-life case histories in which
designers and engineers from Chrysler, Ford, and General Motors describe, in
their own words, the ways plastics enabled them to solve problems and overcome
specific design and engineering challenges.
Ron Yocum, APC president and chief executive officer, explains that APC
has been committed to communicating the benefits of plastics ever since it was
established in 1989. However, he says, most advertising has been broad-based
in nature, simultaneously addressing both trade and consumer audiences. APC's
largest single effort to date has been a consumer-directed ad campaign, which
launched in 1992 and continues today in print, radio and television media
under the Plastics Make It Possible(R) themeline.
By contrast, the new APC campaign specifically targets automotive OEM and
supplier designers and engineers, materials engineers, senior platform
managers, assembly and manufacturing engineers, purchasing agents, stylists,
recycling and environmental staffs, and brand managers. According to Yocum,
the advertising initiative is based upon extensive research APC conducted with
automotive engineers to learn what they expect from the plastics industry.
The print advertising breaks with full-page units in the March issues of
Automotive Engineering, Automotive Industries, Automotive News, Inside
Automotives, Product Design and Development, and Ward's Auto Wor1d. The print
advertising continues in flights through May. The radio spots make their
debut during the Society of Automotive Engineers' Congress and Exposition.
The 60-second spots will be featured during drive-time hours on WJR and WWJ,
both AM stations serving the Detroit area.
Creative Idea: "Think Plastics"
While the creative core of the communications campaign is "think
plastics," the print ads are built around an "open mind" theme. For example,
typical headlines in the four-ad series include "Open Minds Can Blow Away the
Status Quo" and "Open Minds Can Do Addition By Subtraction."
Consisting of four spots, the radio campaign references the case history
from which each spot is built, via a variation on the theme Plastics Make It
Possible(R).
APC's new automotive Web site, http://www.plastics-car.com, combines the
automotive case studies with direct links to the APC member companies
responsible for supplying the resins and technical information that made the
innovative applications possible.
Both print and radio ads invite automotive designers and engineers to call
APC's toll-free automotive information line, 888-610-6880, where questions can
be answered by an industry professional.
The color brochure profiles nine OEM designers and engineers, their
projects and reasons for choosing plastics. "We think there's much to be
learned from the brochure because we chose applications that are innovative
and somewhat unexpected," says Montell's Bill Windscheif. He continues, "The
case histories demonstrate in concrete terms how plastics were able to solve
problems and meet specific performance, design and cost goals."
Windscheif says that the campaign stresses nontraditional uses of
plastics, for instance, in demanding engine environments, because research
studies have shown that plastics are not always readily recognized as an
option for highly rigorous applications. "Our communications efforts will
emphasize that plastics are appreciated by many innovative designers for
savings in raw material and final product cost, lighter weight, and increased
design options."
The American Plastics Council works to ensure plastics are a preferred
material by actively demonstrating they are a responsible choice in an
environmentally conscious world.
SOURCE American Plastics Council