Objective:

• Chevy’s catchy campaign, targeted to 18-to-34-year-olds, linked the brand with American culture, using some of the more than 200 songs written about Chevrolets to demonstrate the brand’s cultural relevance. Magazines sang to consumers through a medium they were passionate about and allowed for promotional activities that strategically fit with the music-based approach.

Target Audience:

• While Chevrolet is a broadly targeted brand, this campaign was aimed at men and women, ages 18 – 34.

How Magazines Were Used:

• Magazines played a critical role in the launch of this campaign. Initially magazines were the only medium utilized to:
  1. showcase our product
  2. speak to our consumers in a medium they were passionate about, thus ensuring they would spend the time to consume our message
  3. allow for critical promotional opportunities that strategically fit with our music-based approach (i.e. Rolling Stone/Chevy calendar).

Results:

• And sing along they did. The campaign was so successful that the advertising budget was increased, and additional musical artists have asked to be featured in the campaign.
  

Industry Awards:

• 2003 MPA Kelly Silver Award Winner

Other Recognition:

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