KEL'S COPY SHOP
FRESH IDEAS.
BREWED DAILY.
Pitch Winner
general Motors
Chevrolet
Chevrolet came to MOJO Ad with a problem.
I'd call it a case of G.D. Power Award-itis.
The symptoms manifested in Chevrolet marketing their cars to a new demographic like they do to your dad. The challenge was to breathe life into a century-old company and make it an appealing option for 18-24 prospective female consumers.
So — how do you get the attention of a new generation and Chevrolet executives? Easy. Talk to them.
Here for the Ride is based on honesty, bravery and transition.
Art Direction: Zach Seucy
Graphic Design: Allie Greenspun
Videography: Connor Hills
Content Management: Lexie Winter
Our lives boil down to a collection of moments, some forgettable and mundane, others that linger for years to come. Together, they come to define us. But what if those moments aren’t just defining us, but our cars, as well? Our cars aren’t just simply modes of transportation. We have a special relationship with them, where so many firsts happened. Our big idea is centered around these significant moments in a car that are often related to the larger transitions of life and are reflected by the car itself.
The moment is the hero of this campaign. It’s not just about emotion, lessons learned or things that have happened. It’s all of these things combined that help you discover something about yourself, and Chevy is Here For The Ride to support you on your journey through their vehicles.
A coordinated paid and organic digital campaign will prompt viewers to visit the Here For The Ride microsite where they can get the full story.
An interactive experience ad encourages our target to keep their eyes on the screen, rather than their phones or another site. Ads will ask viewers “Which ad experience would you prefer for this video?” From there, viewers will be immersed in the story of their choice, which will be short-form versions of our Here For The Ride video series.
Each digital spot serves as a gateway to the microsite where they can listen to full-length podcast versions of our women telling their stories.
Our target will be able to spend thirty quality minutes with each woman, inspiring listeners in a real, authentic way.
Because authenticity is a cornerstone of this campaign, it was important to give Chevy the opportunity to help real people and make a difference in the community. By continuing to build on Chevy's current relationship with the American Cancer Society, and they can do just that by doing something as simple as offering a ride.
Over the course of three months, the Rides for Recovery initiative will offer free rides to and from a select list of the best cancer treatment centers in the country. These rides will be offered at any time of the day to patients and families and will be facilitated through Chevy's ride-sharing app, Maven.
Each car will feature artwork displayed on the outside of the vehicle, with the tagline “Here For The Ride.” The design is based on the prompt - “What does hope look like to you?”
As the Recovery Rider begin their journey, they can open their Support Network message box and takes in all the notes of love left by friends and family who couldn’t be there.
Even though the rest of the family can't be physically present, they can still be there for the Recovery Rider.
Chevy can encourage users of the Rides for Recovery services to share their day-to-day progress by using the hashtag #HereForTheRide. With their permission, Chevy will share their stories on their own social platforms.