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Chevrolet
Chevy Volt, "It's More Car Than Electric"

RAN IN: United States

CLIENT
General Motors

Joel Ewanick, Global CMO GM
Chris Perry, VP Global Marketing & Strategy Chevrolet
Mary Kubitsky, Advertising Manager Chevrolet
Kevin Mayer, Director of Advertising and Sales Promotions Chevrolet

AGENCY
Goodby Silverstein & Partners *Lead Agency

Hunter Hindman, Executive Creative Director
Rick Condos, Executive Creative Director
John Thorpe, Group Strategy Director
Brian Hardwick, Senior Strategy Advisor
Todd Grantham, Group Account Director
Tanin Blumberg, Account Director


Starcom MediaVest Group


Anonymous Content


MRM


SUMMARY

In 2010, facing pressure from the Nissan Leaf, we launched the Chevy Volt. It was an 'extended range' electric vehicle in a gasoline world. We didn't launch a 'green' car -- we launched a great car (that just happened to be electric).Thinking about Chevy shifted -- from old-fashioned to innovative, gas-guzzler to fuel-efficient with a much needed lift to brand opinion and consideration.In 3 months, the Volt was established as a different kind of car and Chevy was re-established as a different kind of car company.

CASE STUDY

New-pdf-icon

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Print, PR

Audience: New Audience, Brand Influencers

Objectives: Build, change corporate image

Type: Business to Consumer

Classification: National

Language: English