12-Volt Industrywide Campaign To Launch Nov. 20
By Amy Gilroy -- TWICE, 11/9/2009
LAS VEGAS — The car electronics 12-Volt Initiative said it has raised more than a third of its $300,000 goal to finance an industrywide campaign to increase awareness of car electronics and will officially launch a campaign on Nov. 20.
Alpine, Clarion, Kenwood, Pioneer, Sony and the new Mobile Electronics Retailers Association (MERA) have each committed $20,000 to fund the campaign and CEA has also committed funding.
At the SEMA trade show, Steve Witt, chairman of the 12-Volt Initiative’s governing board, said the funds were raised in just two weeks and he expects more to follow. “I’m talking to Dual, Monster Cable, JVC and Audiovox, and they are saying, 'Yes, we’re in’ … so I know we will have more commitments … I’m frankly very encouraged by the response so far.”
Witt added, “There’s growing recognition that we must collaborate by pulling together resources to address the declining consumer awareness for our category.”
Retailers are also pledging support to the campaign, including Audio Center, Auto Trendz, Enormis Mobile Specialties, Santa Fe Auto Sound and Sound Waves.
The 12-Volt Initiative is developing a viral video, a consumer Web site with a “brand-agnostic” promotional video and store locator, and in-store promotional materials. “The governing board has been working closely with our advertising agency partner Sabatino/Day on concepts that will trigger consumer action.”
A Webinar to introduce the campaign is planned for Nov. 20 at 1:00 p.m. EST, before the campaign goes live.
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