Do you have a friend or two that drive something other than a Chevy? Have you relentlessly tried to get them to leave the “Dark Side”? Well, Chevy has been doing the same thing for years, and they have come up with a new campaign to bring attention to their cars. The marketing department was curious to see if having non-Chevy owners get up close and personal with a 2015 Chevrolet car or crossover would change their opinion of the brand. That is why on April 1st, they launched the new campaign, “Real People, Not Actors.” The premise of the campaign is to see if they could answer that question, and while they’re at it, capture participant’s reactions on video.
The campaign gathered nearly 400 people from around the Los Angeles area that were not necessarily fans of the brand. These chosen participants were introduced to the lineup of Chevrolet cars and crossovers through a series of focus groups. Once the introductions were made, their reactions were then compiled into a series of television commercials and videos that are now appearing on Chevrolet’s YouTube channel.
The folks at Chevrolet are hoping that this new campaign will showcase the new “Find New Roads” platform by featuring some of the safety features and innovations that are available in the brand’s lineup.
“The goal is to capture the spontaneous reactions of people as they’re exposed to today’s Chevrolet,” said Paul Edwards, US vice president of Chevrolet marketing. “People are immediately surprised and enthused when they experience our vehicles up close – the designs, technologies, and quality levels far exceed expectations.”
The first in the series of these videos will premiere during high-profile network and cable television programming on April 1, and then continue across retail, digital and social-media platforms throughout the year, with content in both English and Spanish.
The series are called “Comparison,” and features the participant’s surprise when they encounter the designs and technologies delivered by the Malibu, Cruze, Equinox, and Traverse.
There is also other humorous content that shows how difficult it can be to “Keep Your Eyes on the Road”, to make light of the text messaging capabilities in the 2015 Cruze.