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Chevrolet
Strengthening Perceptions: Chevy Silverado

RAN IN: North America

CLIENT
Chevrolet

AGENCY
Commonwealth//McCann *Lead Agency

Linus Karlsson, Creative Chairman
Gary Pascoe, Chief Creative Officer, North America
Bob Guisgand, Executive Creative Director
Duffy Patten, Executive Creative Director
Vic Quattrin, Associate Creative Director
Scott Wolf, Senior Copywriter
Bill Wilt, Account Director
Mark Rebhan, SVP, Director of Strategy NA
Andy Ozark, Creative Director
Kathy Speck, Creative Director


Carat


MAKE


FleishmanHillard


SUMMARY

Our #1 competitor, long-time category leader, and fierce rival Ford had made a big splash with the debut of new, all-aluminum F-150 pickup truck. They brashly claimed that with their truck, all other pickups are history. But we knew many in the truck market were dubious about aluminum as a truck material, and we set out to confirm their doubts with a two-pronged strategy. In the end, we proved that Chevy Silverado, built of high-strength steel, is stronger and more reliable, and it showed in sales and share.

CASE VIDEO


Hero Medium: PR

Medium Featured On Video: MOBILE/TABLET;Display Ad (Mobile/Tablet);OOH;Billboard;PR;PRINT;Magazine - Print;Newspaper - Print;SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA;TV;Spots (TV)

Audience: Boomers (45+)

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English