The car sector’s perspective to the public discussion

In November 2018 the whole car sector wide Vapaus Valita Auto (“Free to choose a car”) programme was kick started. Its goal is to provide both the public and the authorities information about driving and the future of transportation. One of its central functions is to raise the car sector’s point of view to the public discussion and change the attitudes towards cars and driving to more positive.

The mission of the programme is to ensure that everyone has the freedom to choose how they want to commute, now and in the future. To fulfil this mission, influencer communications is utilised as a part of the programme.

At the launch of the programme we wanted to remind the public that for many Finns, cars are a necessity that enables work, hobbies and necessary errands.

The programme got a good start: media publicity was positive and there was plenty of engaged discussion on social media.

Pekka Rissa President, Finnish Central Organisation for Motor Trades and Repairs (AKL)

Strategic outline for launch

Together with the car sector operators, we planned a communications strategy for the programme: what’s its mission, story framework, main messages and audiences. We defined where and when we want to influence and be in public. After the strategic planning we fine tuned the communications concept and creative solutions.

To support the launch, the marketing concept “Car. Nice that its there” (Fin. “Auto. Ihan mukava olemassa”) that was executed as two advertisements for both TV and the radio (in collaboration with Markku Haapalehto, production company Drama, and Soundart).

Before the launch, we optimised the programme’s own channels. We created a website for the programme, www.vapausvalitaauto.fi and a Facebook page. The goal of these channels is to provide the audiences with timely contents but also to serve as a platform for the discussion. In addition, a media conference about the programme was held at the Auto 2018 fair.

“The programme got a good start: media publicity was positive and there was plenty of engaged discussion on social media. The programme will be continued in 2019, when we will publish an extensive traffic barometre and plenty of content from professionals”, tells Pekka Rissa, President, Finnish Central Organisation for Motor Trades and Repairs (AKL).