AGENCY: GOODBY SILVERSTEIN AND PARTNERS
Chevrolet is synonymous with American tradition and pickup trucks. This reputation presents a problem among Millennial first-time car buyers who are interested in fuel-efficient city cars and view Chevy as irrelevant and out of touch. When Chevy introduced the Sonic we saw an opportunity to re-establish the Chevy brand among Millennials. But, we couldn't rely on the formula of mass broadcasting product features and lease offers. To truly change Millennials' perception of Chevy, we'd have to break old habits.
Millennials respect people who do, rather those who simply say. To break through, the campaign had to about our actions - about engaging and arresting content- not just car ads.
RECOGNITION:
One Show
Cannes International
London International
Clio Awards
Communaction Arts
