Target

Families or young people

• You can choose as your target audience either families or young people.

You should analyse the current buying patterns of the group you select and take into account the type of car these targets would usually buy.

Families: interested in “family” cars
Encourage families who are about to buy a new car to consider environmental performance as an important factor in the selection and purchase process, in addition to the usual considerations of space, economy, flexibility…

Young people: interested in “small” cars
Encourage young people to consider the most environmentally friendly option even when they purchase a small or a second hand car, in addition to the usual considerations of price, performance, economy…

• You are free to focus on a specific country or a group of countries.

However you should keep in mind that the buying patterns and the attention consumers pay to environmental performance can vary immensely from one European country to another. Therefore if your campaign covers more than one country you will need to spend time gathering together consumer data for each country.