Audi is calling out the stereotype that women are bad drivers and making an effort to change that stereotype through a Twitter campaign.
You would think Audi’s various tweets with pictures of cars crashed by #womendrivers would further the sexist stereotype, but after clicking on the link in each tweet, users find remarkable stories about women being driving forces behind the fields of technology, science and sports. Changing a stereotype from negative to positive is a big mission, but it is important that brands take on that mission – especially when it comes to stereotypes of consumers in their brand category.
This campaign is innovative in its thinking because it is dual sided. It has somewhat of a “sneak attack” approach. The pictures draw the consumer in leading them to believe they will see more funny content about women drivers when they click on the link, but instead, Audi surprises them with educational information that drives home their main message. An innovative approach that takes a stand against a negative stereotype makes this campaign a winner.