Chevrolet will proceed to swing from 1 marketing tentpole to an additional as the brand employs Oscars weekend as another enormous promoting platform just after generating a large splash throughout telecasts of the Sochi Olympics, which in turn followed on Chevy’s main presence in Super Bowl XLVIII.
On Sunday, Chevy will demonstrate as an ad the “film” that won its contest for independent filmmakers. “Masterpiece,” submitted by South Korean independent filmmaker Jude Chun, beat out 72 submissions from close to the globe — and characteristics the 2014 Chevrolet Cruze — in a solipsistic story about youthful filmmakers employing their imaginations to generate a brief film.
“Chevrolet’s brand is about ‘Finding New Roads’, and that is specifically what filmmaking is,” Chun said in a statement by Chevrolet.
Certainly, what “Find New Roads” is all about ultimately is obtaining across to the planet, thanks to the current pivot by Chevrolet and CMO Tim Mahoney into meaningful new territory for the brand after what were, frankly, a few years adrift beneath his predecessors.
Mahoney also was sensible to use 1 tentpole occasion to develop on one more — at the same time that Chevrolet is launching a good deal of essential new autos this year — to develop a cascading effect in which a lot of Americans would have to say the brand has reappeared on their radar and manufactured an impression on them.
“We’ve received a great cadence of media preoperties,” Mahoney told me, referring to the sequence of the Super Bowl advertising, then Sochi, and now the Oscars.
He conceded that the most popular ads throughout the Super Bowl were about “puppies and canines,” but he liked what Chevy completed with its 2 spots that day. “Purple Roads” was a wonderful way to make an emotional connection, on behalf of cancer survivors and in the front seat of a Silverado. And “Romance” demonstrated the heavy-hauling abilities of the new Silverado HD with a comedic twist.
And, Mahoney noted, how effectively Chevrolet fared metrics-smart “depends on how you define achievement. It can be difficult. We had the biggest increase pre- versus publish-game in fans engaged across main social platforms. To me that’s a great barometer.” And the Super Bowl ads elevated consideration of the new Silverado — which has had its issues receiving out of the gate — on vehicle-buying internet web sites.
On to Sochi, the place Chevy scored large in a range of dimensions by building out its fresh strategy to its 12 months-old “Find New Roads” theme, ranging from “The New Love” and “The New Loved ones,” noted for featuring LGBT couples, to “The New Productive,” an ad that highlighted the new clean-diesel version of Cruze.
And now the Oscars.
But overall, Mahoney insisted, he isn’t seeking just to hang the brand from a single tentpole after yet another. For one particular point, the string of obtainable massive platforms trails off from right here for quite a while.
And, he stated, “At the end of the day, you create momentum for the brand by steady execution. It’s not so significantly like skipping a rock across the pond and hitting massive occasions but possessing a consistent presence, and creating our strategies close to the clients we’re attempting to communicate to.
“It’s not so a lot, ‘Buy this and that’ [tentpole platform] but that we have this car and folks with these media routines, and we create our media communications from that. Often it is no Television, but it is digital and experiential and public relations. You use all the tools in the kit.”
But even with such a ubiquitous brand, GM’s greatest and most critical, Mahoney doesn’t want to veer into the so-known as “always-on” advertising and marketing mien that, for instance, Lexus Lexus has openly adopted.
“We’re generally ‘on’ or at least applying consistent marketing pressure — but we really do not always want to be ‘completely on.’ That is critical. We have to concentrate. We have a fairly wide assortment of cars. But we’re staying centered on the large ones and the large segments and making use of non-Television media to connect with audiences for our niche goods. It’s genuinely about consistency.”