Takata Details Marketing Plan Designed to Increase Recall Awareness
Image: NCCC

Takata Details Marketing Plan Designed to Increase Recall Awareness

August 12, 2015

Takata Corp is getting ready to roll out a massive advertising campaign aimed at convincing consumers to fix their defective airbags.

The Japanese automotive parts company's "Get the Word Out" Consumer Outreach Campaign comes as a result of a consent order signed with the National Highway Traffic Safety Administration (NHTSA) on May 18, 2015.

Takata was forced to issue an extensive recall due to widespread reports of exploding airbag modules over the past several years, which have resulted in eight fatalities. The action affected almost 32 million vehicles, spanning 11 manufacturers.

Takata's proposal includes "a robust digital advertising campaign" and is designed to support automakers' efforts to increase recall completion rates, according to Jared Levy, U.S. spokesman for the company.

Due to the massive size of the recall, the advertising effort will have to be initiated in phases. The first goal is to raise awareness in southern states, including Alabama, Georgia, Florida, Hawaii, Louisiana, Mississippi, South Carolina, and Texas, as well as Puerto Rico and the U.S. Virgin Islands. This decision was made because these areas are prone to high levels of humidity, a condition which heightens the risk in the defective inflators.

Takata will emphasize digital media through popular websites like CNN and Yahoo!, as well as placing ads on social media sites like Facebook and Twitter. Banner ads will be in red with the phrase "Urgent Airbag Recall Notice" in bold letters.

The second phase of the campaign will target 27 other states and territories including North Carolina, while Phase 3 will include broad national advertisements.

Additionally, Takata is cooperating with the Insurance Institute for Highway Safety (IIHS) to propose a direct mailing to affected auto insurance customers. The IIHS cover approximately 85 percent of the U.S. market.