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Takata Airbag Recall Multicultural Outreach
and Media Campaign

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Over the course of three years, Culture Shift Team crafted a multi-city, multilingual and culturally appropriate high impact marketing campaign to inform hard to reach multicultural communities of the need to have dangerous Takata airbags replaced in their cars. Because the “business-as-usual” approach taken by several automakers had failed to reach a large portion of the car owners, the car manufacturer decided to take a cultural approach to reach minority groups, mainly the unacculturated U.S. Hispanic communities and other multicultural communities where customers had bought their car manufacturer’s vehicles from independent car dealers, friends, or family members. The data provided by the National Highway Traffic Safety Administration (NHTSA) also showed that the majority of the unrepaired vehicles were located in hot climates that posed increased chances for the airbags exploding. 

 

CST developed and implemented the Check Your Vehicles Takata Airbag Recall Safety Campaign in Spanish, Chinese, Vietnamese, and Creole with a focus on Spanish-speaking Hispanic communities in Dallas, Houston, South Florida, and Puerto Rico. The campaign featured the animated Segura family with abuelita (grandmother) at the center of the story as the narrator talks about the danger of the defective airbags, recommends actions to take, and issues a call to action to share the information with friends and loved ones. CST used its unique approach to deep multicultural analysis to craft a multi-faceted and holistic campaign to communicate the urgency of the airbag recall.

During the three-month pilot campaign, 289 airbags (i.e., 24% of all recalled airbags) were replaced at the car manufacturer’s of Arlington, TX, while the full multicultural campaign that ran in Dallas, Houston, Miami, Ft. Lauderdale, and Puerto Rico from June 2019 to December 2020 resulted in the replacement of 15,302 airbags (40% of all recalled airbags). Due to the COVID-19 pandemic, the campaign was limited to social media and restricted only to those dealers who had the capacity to serve the car manufacturer owners from April through December of 2020.

 

Read More

Barbara Palacios Spokesperson for the Takata Airbag Recall Chequee Su Vehiculo Campaign

Implementation

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✓ Bilingual call center

✓ Community outreach

✓ Dealership events

✓ Direct mail

✓ Sponsorships

✓ Local community events

✓ Local outreach teams

✓ Local, regional and national influencers

✓ Media Interviews

✓ Media relations

✓ Movie theater advertising

✓ Radio spots

✓ Online advertising

✓ Remote airbag repair days

✓ Social media

✓ Social media management and advertising and media buy

Chequee Su Vehiculo - Takata Airbag Recall Animated Video- Familia Segura
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