‘Real People, Not Actors,’ See the Real Chevrolet
New marketing campaign reveals candid reactions to Chevrolet vehicles
2015-03-30
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OSHAWA – Will getting up close and personal with a 2015 Chevrolet change a non-Chevy owner’s opinion of the brand? A new marketing campaign beginning April 1 called, “Real People, Not Actors,” seeks to answer that question – and to capture people’s reactions on video.
The campaign gathered nearly 400 non-Chevrolet owners in Los Angeles. Participants were introduced to the lineup of Chevrolets through a series of focus groups; their reactions were incorporated into a series of television commercials and videos on Chevrolet Canada’s YouTube channel.
The new work advances the brand’s “Find New Roads” platform by featuring safety and technology innovations available in the brand’s lineup.
“The goal is to capture the spontaneous reactions of people as they’re exposed to today’s Chevrolet,” said Bob McClelland, Brand Director for Chevrolet in Canada. “People are immediately surprised and enthused when they experience our vehicles up close – the designs, technologies and quality levels far exceed expectations.”
The campaign’s first spots will premiere during high-profile television programming on April 1, and continue across all digital and social platforms as well.
“Comparison,” features participants surprised by the designs and technologies of the Chevrolet Malibu, Cruze, Equinox and Traverse.
“Badges” features participants who learn that Chevrolet is the first and only full line manufacturer to include 4G LTE with WiFi connectivity in cars, crossovers, and trucks.
Subsequent work will humorously show how difficult it is to “Keep your Eyes on the Road” or to make “Choices” about the right vehicle.
Additional broadcast work will appear in the coming weeks.
About Chevrolet in Canada
Founded in 1911 in Detroit, Chevrolet is now one of the world’s largest car brands, doing business in more than 115 countries and selling more than 4.8 million cars and trucks a year. Chevrolet provides customers with fuel-efficient vehicles that feature engaging performance, design that makes the heart beat, passive and active safety features and easy-to-use technology, all at a value. More information on Chevrolet models can be found at www.chevrolet.ca, on Facebook at http://www.facebook.com/chevroletcanada or by following @ChevroletCanada on Twitter.
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