Waymo 推出 Because Women 全国广告，以女性乘车安全感争取无人驾驶出租车怀疑者
Waymo Bets Women’s Safety Can Help Win Over Robotaxi Skeptics
- 1Waymo 推出 Because Women 全国品牌广告，以女性乘车安全感为核心诉求说服无人驾驶出租车怀疑者
- 2广告立论所依据的研究称，女性乘坐无人驾驶车辆时感觉更安全
- 3新广告是 6 月上线的 Because 品牌平台的下一阶段，此前世界杯期间投放了首个全国性广告
- 460 秒广告于 11 月 5 日首播，呈现多位女性独自走向 Waymo 白色改装 Jaguar I-Pace 搭车
Waymo 把无人驾驶出租车的品牌沟通落点从技术信任转向女性人身安全，用细分人群痛点做差异化定位。
- 影响：对出行与自动驾驶品牌，安全感知正被用作争取犹豫用户的沟通角度；由用户研究支撑人群细分叙事的做法，可对照检验自身品牌故事的依据是否扎实。
- 参考：品牌方可考虑梳理自家产品在女性等细分人群中的安全感调研数据，再决定是否采用人群叙事；值得测试用具体乘车场景替代技术参数的素材，先小预算验证效果。
- 依据：女性乘坐无人驾驶车更有安全感的研究结论出自报道转述，未见数据与样本口径；广告投放信息来自 Waymo 官方发布。
SUBSCRIPTION ONLY
Waymo launched its first national ad campaign during the World Cup to humanize the driverless robotaxi service and emphasize its mission of being the world’s most trusted driver.
Now, the Alphabet-owned company is appealing to women’s sense of personal safety with a new ad campaign rooted in research showing that women feel safer riding in driverless vehicles. Waymo’s new national brand campaign, “Because Women,” is the next phase of its larger “Because” brand platform, launched in June.
Debuting today (Nov. 5) a 60-second ad shows a series of women walking alone to catch rides in Waymo’s signature white modified Jaguar I-Pace SUVs.
UNLOCK FULL ACCESS
Subscribe and get full access to the news, insights, and expertise that keep industry professionals ahead of the curve.
Tilde Herrera
Tilde Herrera is a freelance writer and editor based in San Francisco.
来源：Adweek · adweek.com