2018 WOMMA Driving Engagement Awards Honors Nissan
For a sixth consecutive year, WOMMA partnered with The Chicago Auto Show on a Driving Engagement Award to recognize auto manufacturers harnessing the power of social media marketing to fuel engagement among car buyers. This year, in line with ANA's #SeeHer initiative working toward a 20 percent increase in the accurate portrayal of women in advertising, the Awards spotlighted automakers with compelling ad campaigns geared toward accurately portraying female car buyers. Women make or influence 85 percent of purchase decisions but over 40 percent of women don't identify at all with the women they see in advertising and 55 percent believe women are portrayed negatively (Sources: Bloomberg, TiVo Research, and Unilever).
The 2018 finalists, selected by a panel of WOMMA Advisory Board judges, included Volvo (3rd Place), Audi (2nd Place) and Nissan (1st Place). Nissan's winning campaign brilliantly leveraged the fact that in September 2017, Saudi Arabia lifted its long-standing ban on women drivers. The law sparked backlash and resistance from men including dads, husbands, and brothers, as well as concerns from Saudi women about upsetting tradition. Nissan brilliantly addressed these dynamics while dispelling myths about Saudi women, fueling social change, and showcasing the humor intrinsic to learning how to drive in #SheDrives. You can view the award-winning ad here and the video of the Awards ceremony by clicking on the image above.
Source
"2018 WOMMA Driving Engagement Awards Honors Nissan." WOMMA/ANA, 2018.