Takata is launching an ad campaign to build awareness for the massive airbag recall.
The extensive advertising campaign hopes to urge consumers to get the airbag defect fixed, which now extends to 11 automakers and an estimated 32-million vehicles. The record recall is still underway as Takata has been targeting high-humidity states such as Texas and Florida first, opting for a regional approach to make sure repairs kits are readily available. Takata promises a “robust digital advertising campaign” that is designed to complement what automakers are doing to raise awareness about the severity of the recall.
Advertising plans will target seven states in the U.S. including Alabama, Georgia, Florida, Louisiana, Mississippi, South Carolina and Texas. The initial wave of ads will also include Hawaii, Puerto Rico and the U.S. Virgin Islands while emphasizing digital advertising on websites and social media such as CNN, Yahoo!, Facebook and Twitter. Expect to see the banner ads in red with the phrase “Urgent Airbag Recall Notice” in bold letters appearing on websites in the near future. The company also has plans to work with the Insurance Institute for Highway Safety to do a direct mailing campaign that will reach approximately 85 percent of the U.S. market.
The underlying cause of the massive Takata airbag recall is still under investigation, but the company has filed a plan on how it will find the root cause for the failures.