It seems that Chevrolet has struck gold with its latest round of marketing, specifically for the 2015 Chevrolet Colorado. The focus-group ad spots starring the mid-size pickup truck have managed very positive reactions among viewers and consumers, so much so that Chevrolet is looking to expand the campaign to other passenger vehicles, according to an Automotive News report.
“We’re really interested in that focus group platform,” Brian Sweeney, Chevrolet’s U.S. vice president, said on the sidelines of the auto show in Chicago. “We’re looking at using it beyond Colorado.”
The ads feature different sets of stereotyped groups, including little kids, seniors, bearded men and “rich housewives,” all who are asked to simply compare a picture of a gentleman in front of a red Colorado, and the same exact individual in front of a gray Toyota sedan.
It seems like a pretty simple idea, but the impact it has when you analyze it is pretty profound.
A young boy in the focus group ad describes the man next to the Colorado to own a German Shepard or a rattlesnake for a pet. The same man next to the sedan? Birds.
The focus group featuring the bearded men speculated the man next to the Colorado would presumably have a firmer handshake than the same guy standing next to the silver sedan. A group of women deemed the Colorado owner to seem sexier, and more rugged.
You get the idea, the ads begin to build a picture of what you could be if you owned a truck. Of course, this falls in line perfectly with the Colorado’s overall branding message: “You know you want a truck.”
More importantly, Chevrolet marketing execs say they need to command the attention of more than just the typical truck buyer for the Colorado to be the massive hit it knows it can be. To do this, they’re even targeting those who may be swayed towards a crossover traditionally. And if numbers are anything to go on, they are looking pretty good so far.
According to early data, less than twenty percent of Colorado buyers came from a full-size pick-up, meaning Chevy marketing is doing their job. For now, it’s unclear how execs could position the same strategy for other Chevrolet vehicles, but Sweeney is a fan of the format.
“Consumers like it because it shows real people. You can do humor. It can be a little provocative,” he said. “There are a lot of possibilities.”
Check out one of the ads down below, and we’re curious on your input: is this branding genius, or will consumers see right through it? Additionally, could this type of advertising work for something such as the 2016 Chevrolet Camaro or 2016 Chevrolet Equinox? We think there’s a chance it could.