We’re moving up a gear in Atomic. We recently launched a social media campaign with Audi to reverse the stereotype about women drivers. From working with our client closely, we knew about Audi's long history of championing women in motorsport, from Michèle Mouton, the first female world rally champion, to Leena Gade, the first female race engineer to win the Le Mans 24 Hours.
In addition, Audi is a brand that stands for innovation. A brand whose cars are driven by powerful, successful women. The potential to do an industry first was there. Who better to spearhead a campaign to challenge the women drivers stereotype and re-define how the car industry communicates with women, than a brand that stands for Vorsprung.
The campaign we developed has gained international recognition as a game changer in the auto industry.
We know that the term ‘women drivers’ is a popular insult and joke online. On Twitter especially, #womendrivers is associated with trolling and negative stereotypes. So we worked with our client and we developed an advocacy campaign to flip the tables on #womendrivers and challenge people to question their assumptions.
The campaign took the form of a series of disruptive tweets using the hashtag. Our tweets prompted people to click a link to further content. There, instead of the expected LOL pics or videos of dangerous women drivers, they found news articles about real women driving business, technology or innovation.
People started clicking in their droves, some got angry, some got riled, but most just got it.
The campaign went stratospheric fast. It’s been retweeted hundreds of times by people all over the world, featured in local and international newspapers from the broadsheets in the UK to magazines in Russia and Australia and it’s been picked up by the top industry sites, blogs and commentators.