Chevrolet credits a recent boost in overall brand image to its latest advertising and marketing strategy, that being its “Real People, Not Actors” campaign.
The campaign, which has been around for 18 months now, began with online videos of people describing the “cool” factors about Chevrolet Colorado drivers. Since then, the strategy has been applied to OnStar 4G LTE WiFi, Apple CarPlay and Android Auto, as well as nearly every nameplate under the Chevrolet umbrella.
“We don’t have different campaigns for different products. We don’t treat trucks differently than we treat cars,” Chevrolet global marketing chief, Tim Mahoney, told Automotive News. “The dealers are all on board.”
He went on to praise the campaign as being “super sticky and flexible,” and its ability to leave lasting impressions on consumers, and the ability to apply it to any feature or vehicle for Chevrolet.
Next up for the campaign is the all-new, 2016 Chevrolet Cruze, which should reach dealers next month. Mahoney stated the ads will arrive with a new twist, and highlight the new Cruze’s connectivity features in an effort to court more millennial buyers.
Branding is difficult to measure, but when you can measure it, it’s normally quite clear. After the introduction of the 2016 Chevrolet Malibu spot, where people guess what the new Malibu is without any badging, and throw around names like Lexus and BMW, sales rose 40-percent through February.
“Changing people’s minds about a brand that’s been around for 105 years is challenging,” Mahoney said. “But we can see it in the consideration numbers.”
Comments
Chevrolet is being slick without being slick with these adverts. The Japanese brands have traditionally been stronger with promotion, but over the past few years the domestic brands, especially FCA, have done a really fantastic job developing solid campaigns.
I’m not sure it’s the advertising that’s doing it. I think Chevrolet is just selling better cars. The new Malibu is seriously more advanced than the 2013-2015 model, plus they fixed that small backseat legroom problem, so of course people are going to be attracted to it.
I plan to test drive and possibly buy the new Cruze. And if I do, it won’t be because I saw an add with “Real People, Not Actors” in it.