Chevrolet first introduced their initial focus group ad spots with the Chevrolet Colorado, and after research, the ads have been very successful for the brand. In the first spots with the Colorado, different groups were shown two pictures. Both featured the same man and same backdrop, with only the vehicle parked next to them differing.
One, a red Chevrolet Colorado. The other, a silver Toyota sedan. The focus groups deemed the Colorado owner to be more rugged, sexy and to even have a firmer handshake. It’s a simple message, but it’s displayed profoundly through clever marketing, and Chevrolet has come up with a way to expand on the success of its focus group spots for the entire Chevrolet lineup.
Dubbed the “Real People, Not Actors” campaign, spots will begin airing April 1st, and feature different elements of the Chevrolet brand, including safety, technology and refinement.
“The goal is to capture the spontaneous reactions of people as they’re exposed to today’s Chevrolet,” said Paul Edwards, U.S. vice president, Chevrolet marketing. “People are immediately surprised and enthused when they experience our vehicles up close – the designs, technologies, and quality levels far exceed expectations.”
The campaign features 400 non-Chevrolet owners from the Los Angeles area, and stick them into situation involving the brand to capture their real reactions. Spots include introducing distractions as participants are instructed to focus on the road, following up with a Chevrolet technology to curb that distraction, or having participants sit in a Chevrolet vehicle without knowing the make or model initially.
Again, a simple idea, but when executed properly, it can resonate with consumers in a very vivid matter, and can even incorporate humor. Because let’s face it, we buy from brands we genuinely like, and brand personality is a big factor in that.