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Chevrolet
Real People, Not Actors

RAN IN: United States

CLIENT
Chevrolet

AGENCY
Commonwealth//McCann *Lead Agency

Adam VanDyke, Sr Producer
Mary Ellen Krawczyk, Sr Producer


Carat


Weber Shandwick Detroit


MAKE


Supply and Demand


SUMMARY

People thought they knew everything there was to know about Chevrolet, so they had become apathetic about the brand. That meant we couldn’t just talk to them, we had to surprise them, and invite them to discover more themselves, to shatter those outdated perceptions. The result has been a dramatic increase in sales, share, momentum, and brand health—a campaign that is clearly working to reverse people’s apathy about Chevrolet.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: BRANDED CONTENT;CINEMA;CONSUMER INVOLVEMENT/USER GENERATED;Consumer Generated (Consumer Involvement/User Generated);DIRECT;ECOMMERCE;EVENTS;GUERILLA;INTERACTIVE/ONLINE;Digital Video;INTERNAL MARKETING;OOH;PACKAGING;POINT OF CARE (POC);PR;PRINT;RADIO;RETAIL EXPERIENCE;SALES PROMOTION;SEARCH ENGINE MARKETING (SEM/SEO);SPONSORSHIP;TRADE SHOWS;TV;Interactive TV/Video on Demand;Spots (TV)

Audience: New vehicle intenders, all adult age cohorts

Objectives: Brand relaunch, reposition

Type: Business to Consumer

Classification: National

Language: English