Creative Strategy Statement 

A national awareness campaign will educate driving adults about ethanol, an alternate fuel source, which will convince them that it is safe for their vehicle and better for the environment and economy.

Advertising Plan 

Key Fact: Ethanol is biodegradable, making it safer for the environment and burns cooler than gasoline resulting in longer engine life for vehicles.  

Ad Problem: Although 68 percent of survey respondents know what ethanol is, the majority are confused about its compatibility with certain machinery.  

Ad Objective:  To educate our target about the advantages ethanol has to offer the environment, economy, and vehicles and to inform them about FlexFuel Vehicles. 

Target Consumer:  Driving adults who care about their vehicle or who are conscious about preserving the environment.  

Competition: Direct competition is regular gasoline; indirect competitions are consumer’s misconceptions of ethanol and their lack of knowledge of ethanol or concern for the environment. 

Key Consumer Benefit: Ethanol will essentially preserve the environment, extend the life of vehicle engines, and offer another alternative to fuel supply. 

Support: Seventy percent of survey respondents revealed that the depletion of global oil is a concern. 

Tone Statement: Tone will be informative and educational.

Mandatories/Limitations: Age appropriate, make sure to stick to mediums that this particular band appeals to.