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Chevrolet Launches New Advertising During Olympics
Thursday, August 07, 2008
Silverado, Malibu Hybrid, Traverse and Volt Will Star in New Ads
DETROIT, Aug. 7 /PRNewswire/ -- Chevrolet kicks off new advertising during
Friday's Opening Ceremonies of the Olympic Games. The ads highlight Malibu and
the rest of Chevy's fuel-efficient lineup, Silverado as America's Best Truck
and the all-new Traverse as the crossover with an unmatched combination of
features. They will play a prominent role in the brand's marketing initiatives
for the remainder of 2008 and will be complemented online, with micro Web
sites and other digital initiatives.
Chevrolet will be the dominant automobile brand during the Olympics
telecast and the new, creative ads convey their messages with emotion and
humor. They were previewed for the media today during a Webcast hosted by Kim
Kosak, Chevrolet general director for advertising and sales promotion; and
Bill Ludwig, vice chairman and chief creative officer for Campbell-Ewald
Advertising.
"At a time when consumers are re-evaluating their vehicle needs, there's
never been a better time to consider Chevrolet," said Kosak. "We've got the
right products at the right time, including the largest selection of
fuel-efficient models and industry-leading quality -- all wrapped in stylish
designs that make you want to drive them."
The new ads focus on four pillars of Chevrolet's strength and highlight
key models:
-- Silverado: America's Best Truck
-- Chevrolet's range of fuel-efficient vehicles -- including more models
that exceed 30 mpg on the highway than Honda or Toyota
-- Malibu: The car that is tops in Initial Quality; and the affordable
Malibu Hybrid that delivers exceptional efficiency
-- The all-new Traverse, building on the Malibu's success and delivering a
great-looking, capable and fuel-efficient entry to the crossover segment
"This is the perfect one-two-three punch combination," said Ludwig. "We
reaffirm our role as America's Best Truck, for people who still need trucks,
and we demonstrate a great alternative in Traverse, for people who still need
utility but want great gas mileage. We also set the record straight that we
have the best fuel economy of anyone and the best fuel solutions for today and
the near future. It is an exciting time to be working on this brand."
Details and themes of the ads include:
Silverado -- For customers who need the capability of a full-size truck,
Chevy Silverado is America's most dependable and longest lasting pickup. It
also delivers the best V-8 fuel economy, the lowest cost of ownership, the
best warranty coverage and, most recently, the best full-size truck in Initial
Quality, as determined by the latest J.D. Power and Associates survey. In
short, it's America's Best Truck. The Silverado ads drive home these points
with straightforward, no-nonsense language and images of real-world
capability.
Fuel economy -- A one-two punch package communicates Chevy's fuel economy
leadership of having eight models that achieve EPA-estimated highway mileage
of at least 30 mpg -- more than Toyota and Honda -- as well as a range of
hybrid vehicles. One spot is a humorous, quick-jab treatment of how gas pumps
hate Chevy because of its fuel-efficient vehicles. The more serious follow-up
punch debuts during the Opening Ceremonies and combines Chevy's key Fuel
Solutions stories into a memorable 60-second commercial that demonstrates
Chevy offers answers to America's transportation energy needs. The upcoming
Chevy Volt range-extended electric vehicle makes a brief appearance.
Malibu -- Since its launch, the redesigned Malibu has been an unqualified
success and a popular choice with consumers. In a competitive market, sales
jumped 79 percent in July, compared with year-ago figures, and are up nearly
40 percent for the year. The momentum continues with Malibu placing first on
J.D. Power and Associates' most recent Initial Quality Survey. In short, the
Malibu -- including Malibu Hybrid, the most affordable midsize hybrid
sedan -- is changing the landscape and the new ads reflect that.
Traverse -- Building on the momentum of the successful Malibu launch, the
all-new Traverse crossover is taking the competition head on. It has more
seating than Toyota Highlander, more cargo space than Honda Pilot and the
segment's best EPA-rated highway fuel economy, at 24 mpg. It is a
no-compromises crossover with an unmatched combination of features. The
message is that Chevy believes the Traverse is everything you wished for ...
and then some -- and the ads include imagery that is sure to quicken the pulse
of many female viewers, a key target market of the crossover. The Traverse
also will be featured in a special Fashion Rocks magazine Onsert that will
accompany nine of 16 Conde Nast titles as part of Chevrolet's partnership with
Conde Nast Media Group and Fashion Rocks. The special Onsert features
great-looking, fashionable Chevy vehicles and today's hot artists, including
music superstar Fergie.
SOURCE General Motors Corporation
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