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Chevrolet
Shattering Perceptions

RAN IN: North America

CLIENT
Chevrolet

AGENCY
Commonwealth//McCann *Lead Agency


Carat


FleishmanHillard


MAKE


SUMMARY

As the poster child for an ailing, much-maligned American auto industry, Chevrolet suffered from familiarity breeding contempt: People thought they knew everything there was to know - most of it negative—so they wouldn't even pay attention to the brand. To get them to listen, we played a game of brand “hide and seek”: let a new generation of car buyers see for themselves, rather than be told, about the new Chevrolet. 

CASE STUDY

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CASE VIDEO

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Hero Medium: TV

Medium Featured On Video: CINEMA;CONSUMER INVOLVEMENT/USER GENERATED;Viral (Consumer Involvement/User Generated);INTERACTIVE/ONLINE;Digital Video;Display Ads (Interactive/Online);Mobile/Tablet Optimized Website;INTERNAL MARKETING;MOBILE/TABLET;App;Display Ad (Mobile/Tablet);Location-based Communications/Real Time Marketing;OOH;Billboard;Place-Based;PRINT;Custom Publication;Magazine - Digital;Magazine - Print;PRODUCT DESIGN;PROFESSIONAL ENGAGEMENT;Closed Loop Marketing (CLM);RADIO;Merchandizing;Spots (Radio);SOCIAL MEDIA;TV;Branded Content (TV);Interactive TV/Video on Demand;Product Placement;Sponsorship (TV)

Audience: Brand Doubters

Objectives: Build brand equity

Type: Business to Consumer

Classification: National

Language: English

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