Bayer MaterialScience LLC has been driving innovative products and technologies in the automotive industry for decades. Bayer recently saw an opportunity to apply its materials and expertise to the alternative energy vehicle (AEV) sector of the industry. @havaspr recognized the need for a targeted communications strategy that engages AEV visionaries and demonstrates how Bayer can play a key role in bringing to market AEVs that are eco-friendly and eye-catching.

@havaspr developed and implemented a plan that sought to cultivate relationships with AEV designers, engineers and other influencers, including educators and members of the trade- and consumer-automotive media. Social media played an important role in our efforts. We developed a Bayer MaterialScience AEV Facebook page; it’s the company’s first foray on the site, and it serves as a forum to discuss automotive innovation and sustainable design. Plus, we launched a Bayer AEV YouTube channel. We also leveraged Bayer’s relationship with the dean of the College for Creative Studies, an academic hotbed for automotive design in Detroit, and tapped into his unique insights about the past, present and future of automotive design and development.
Finally, we helped Bayer further strengthen its relationship with the automotive design community and press by arranging for it to sponsor a key event, the Motor Press Guild’s AutoDesignO (ADO) Design Panel.

@havaspr’s initiatives have shifted recognition of Bayer AEV into high gear. Bayer is now positioned as a resource for AEV designers and engineers on issues and trends affecting AEV innovation, commercialization, auto design and trends in technologies supporting in-demand automotive features. The Bayer AEV Facebook page, with roughly 2,500 “likes,” attracts more than 14,000 active users a month. By collaborating with the dean of the College of Creative Studies, Bayer has been able to capitalize on this industry cache regarding automotive design and development. And Bayer’s sponsorship of the ADO event has heightened the company’s exposure among a targeted audience of designers on the front line of AEV innovation.