Drive Clean California Consumer Education Campaign January 20

Drive Clean California Consumer Education Campaign January 20, 2009 Presented by Ogilvy PR and the ARB Campaign Team

Campaign Goal To educate Californians about the variety of advanced technologies and alternative fuel vehicles and fuels to increase the purchase and use of these vehicles by more Californians.

Campaign Objectives • Increase awareness about the vehicles, their options, benefits and practical usability • Provide first-hand contact with advanced technology vehicles • Inform consumers about the Environmental Performance Label and its role in a vehicle purchase • Increase participation by manufacturers • Provide a link between personal vehicle choice and air quality, climate change and dependence on foreign oil

Activities Implemented

Key Successes 44% of event attendees said they were not familiar with the variety of clean technologies available today • 1. 1 million people were exposed campaign messages at events • More than 20, 000 one-on-one consumer interactions • 1, 428, 222 audience impressions from NBC at the Pump Ads • Distributed 56, 000 informational materials • Collaborated with OEM’s on events • Successfully briefed stakeholders • Received positive feedback from consumers and OEM’s

Research • ARB Focus Groups Insights – General lack of knowledge regarding clean technology vehicle variety and what those vehicles can offer – Significant misinformation exists about clean technology vehicles – The main characteristics consumers weigh in their vehicle purchase decision include fuel economy, purchase price, maintenance and reliability, safety, performance and personal or family needs • Ogilvy PR Informal Research – 82 percent of women find environmentally friendly vehicles ‘extremely important’ or ‘somewhat’ important as opposed to 72. 3 percent of men. (J. D. Power) – 45 percent of internet users, or about 60 million Americans, say that the internet played an important or crucial role in at least one of eight decision points – including buying a car – in the previous two years. (Pew Internet & American Life Project)

Creative Development Technology Brochure

Creative Development Vehicle Posters Technology Screens

Web Site Enhancements • Taking www. Drive. Clean. ca. gov to the next level

Environmental Performance • Web site showcases vehicle Smog and Global Warming scores

Web Site Features • Technology type search • Charging and fueling information

Technology Demonstrations • Shopping malls Brea Mall Display October 17 – 18, 2008 Stoneridge Shopping Mall Display March 14 - 16, 2008

Technology Demonstrations • Community Events, Fairs and Festivals BMW Display at Abbot Kinney September 28, 2008 Drive Clean Display at AVP July 25 – 27, 2008

Advertising • Flighted ad buy during peak travel periods

Advertising • LA Auto Show Promotion

2009 Expected Activities

Questions