Buick Works with Female Athletes to Pose a Simple Challenge: Watch Me
After dedicating last year to raising awareness around inequity in women’s sports coverage, Buick is now extending its See Her Greatness campaign with new initiatives designed to increase the visibility of women’s sports, drive equity and inclusion, and create platforms for women to have meaningful conversations.
“At Buick we feel an inherent responsibility to advocate for inclusivity and the equity of women, it’s in our DNA,” said Molly Peck, chief marketing officer, Global Buick and GMC. “As a brand, we have the highest percentage of female buyers in the industry, and a long history of supporting companies and causes that empower women. This year, we’re being even more expansive in our efforts to drive recognition for these amazing athletes.”
In the second year of the brand’s See Her Greatness campaign, Buick is using digital channels to invite everyone to see the excellence of women’s sports for themselves. On March 12, Buick launched a series of online ads that give five prominent female athletes a platform to tell their own stories, as they share several reasons to “watch me.” The athletes included in the campaign are Aliyah Boston, Cameron Brink, Caitlin Clark, Azzi Fudd and Kiki Rice. In addition to a hero video that highlights several athletes, the campaign includes minute-long documentaries about each athlete and their personal story.
Buick will make it even easier to watch this year’s Women’s NCAA Tournament® by implementing technology that takes the friction out of finding a live women’s game. In collaboration with ESPN via Disney Advertising, Buick will launch an innovative ad campaign across the ESPN digital ecosystem throughout the Women’s March Madness tournament®. Users who click on Buick ads will be directed to an ESPN Women’s College Basketball Watch Hub where viewers can watch the women’s tournament games and highlights2, in the hopes of driving incremental viewership.
“ESPN has been the exclusive home of the NCAA DI Women’s Basketball Championship® since 1996 and we are proud to collaborate with brands, like Buick, to further our commitment to inclusive sports storytelling,” said Theresa Palmieri, vice president, Disney Advertising Sports Brand Solutions. “Women’s sports coverage has been a critical piece of our business blueprint for decades and will continue to be a priority as we move into the future.”
For the second year in a row, Buick will run an equal number of paid ads in the women’s and men’s NCAA tournaments®.
The brand is also sponsoring a #SeeHerGreatness challenge on TikTok encouraging users to share their own moments of greatness through trick-shots, speed and strength drills, in-game clips and other impressive feats. The challenge will be amplified by a host of talented women, across different sports and fitness ventures, participating in the challenge.
To further amplify the conversation, Buick is continuing its collaboration with TOGETHXR, a women athlete-founded and female-led media company built to showcase women and girls as game changers. Over the past year, Buick and TOGETHXR — founded by renowned Olympians Alex Morgan, Sue Bird, Simone Manuel, and Chloe Kim — worked in partnership to create inclusive content aimed at increasing representation and to host live “mentor huddles” for viewers to witness authentic discussions between well-known female athletes at major NCAA athletic events. The next huddles will take place outside American Airlines Center in Dallas prior to the Women’s Basketball Final Four® games on March 31 and the Championship game on April 2.
For those attending the men’s and women’s Final Four® and Championship games in Houston and Dallas, Buick will offer free shuttles to take fans to and from the stadiums in the cities and local surrounding sites. Interested spectators should look for one of the brand’s wrapped Buick Encore GXs, Envisions and Enclaves during Final Four® weekend — from March 31 through April 3 — to catch a free ride.
Buick vehicles offer sculptural designs, refined performance, modern interiors and thoughtful personal technologies. Buick’s award-winning customer service and sales experience, along with the Avenir trim, the highest expression of Buick luxury, are attracting new buyers to experience Buick’s unique approach to attainable luxury. More information about Buick vehicles is available at buick.com.
1Based on S&P Global Mobility CYE 2022 US personal new vehicle registrations among the top 25 brands by volume.
2The ability to watch live games and highlights requires an active cable or live TV subscription.