Scheduled to coincide with the start of NCAA March Madness, Buick‘s latest campaign debuted on March 12 — and will be visible throughout the rest of the year — to honor female athletes’ greatness, as their achievements don’t get as much attention from the media compared to their male counterparts. More than 40% of sportspersons are women, yet they receive less than 10% of media coverage.
As a long-time partner of NCAA and as a brand that enjoys the largest percent share of female buyers, Buick strives to support women and increase their visibility in sports. And the company hopes to make this happen by encouraging viewership, supporting initiatives that drive equity, and creating platforms where ladies can engage in meaningful conversations. However, the “See Her Greatness” campaign is designed to feature audio spots to highlight the incredible moments women athletes scored in their careers but which were probably missed by many people.
The ads feature the sportscaster’s commentary, with the only visible elements being the names of the sportswomen (in basketball, hockey, and swimming tournaments), their achievements, and a QR code directing the viewers towards a landing page, where actual video footage opens before their eyes. Three ads were created, championing the great moments of professional basketball player Arike Ogunbowale, ice hockey player Elizabeth Giguere, and swimmer Missy Franklin. Each spot ends with the brand pointing out the gender imbalance in sports media coverage alongside its commitment to helping raise that percentage.
“What is important to our customers is important to Buick as the brand with the largest percentage share of female buyers, and we are committed to inclusivity and equality for women,” explains Molly Peck, Buick and GMC Marketing Vice President. “These remarkable female athletes have demonstrated the dedication, teamwork, and leadership skills that can be used on and off the playing field, and we believe her greatness should be seen.”
The automaker is also collaborating with TOGETHXR, a female-led media company designed to showcase women and girls as game-changers. The partnership sees the international modern luxury brand developing inclusive content to help increase women’s representation and hosting “mentor huddles,” during which the audiences can follow a conversation between female athletes during major NCAA tournaments.
“TOGETHXR is on a mission to showcase and build business with and for the amazing diverse women changing the world through sports and activism,” continues Jessica Robertson, TOGETHXR Chief Content Officer. “We’re excited to work with Buick, which shares our mission to increase the visibility of women’s sports.”
As part of the TOGETHXR collaboration, the automaker will also have a physical presence at several NCAA events with onsite mentor huddles at the tournaments. In addition, the campaign will bring Buick the first “#SeeHer in Sports Award” from SeeHer — a leading global movement to put an end to gender bias in media and advertising.
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