9: INTEGRATED (Integrated)

Certified Story Time - Automotive - Chevrolet, Buick & GMC Certified Pre-Owned Vehicles JPG
Certified Story Time - Automotive - Chevrolet, Buick & GMC Certified Pre-Owned Vehicles MP4 1m:47s
Certified Story Time - Automotive - Chevrolet, Buick & GMC Certified Pre-Owned Vehicles MP4 5m:53s

Certified Story Time - Chevrolet, Buick & GMC Certified Pre-Owned Vehicles
Automotive

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Certified Story Time - Chevrolet, Buick & GMC Certified Pre-Owned Vehicles - Automotive
Title of Entry: Certified Story Time
Brand: Chevrolet, Buick & GMC Certified Pre-Owned Vehicles
Product/Service: Automotive
Client: General Motors
Entrant Company: MRM
Creative Agency: MRM
Chief Creative Officer: Jeff Cruz
Account Executive: Meg McPhee
Account Manager: Jayme Winters
Creative Director: Tiffany Moy-Miller
Sector: 38260
Art Director: Brendan Dellicolli & Ken Villapando
Copywriter: Kyle Duda & Chethna Suryakumar
Date of Release: 2019-04-22
Judging URL: https://bcove.video/2N5Qp9w
Notes: We’ve all heard a horrific used car story or two. So it’s no surprise that used car shoppers feel like their shopping experience is a gamble and their journey is driven by uncertainty. And things can get pretty dry – as most used car messaging focuses on rational decision making. The design is the same old: an image of a vehicle and some generic message like “peace of mind” as the headline. Bleh. So we set out to break through the mold by transforming our brand into everything used car advertising is not. We showed our consumers that even when the unexpected happens, expect happiness. We connected with people emotionally by creating humorous stories. But in order to be effective, we also had to rewrite the strategy for the campaign. We used data, insights and retargeting to make sure we hit our active shoppers with the right message…at the right time. We created a…uhm, library…of bite-sized teasers and snack-sized stories across platforms including pre-roll, online banners, social media and YouTube. Each piece led the consumer to our website that allows us to showcase our stories in a site that feels like a modern take on an old school library.
Support URL 1: https://www.gmcertifiedstorytime.com/
Other Credits: Agency Producer - Wiebke Engel
Other Credits: SVP, Group Account Director - Lori Sullivan & Liza Roach
Other Credits: Account Director - Crystal Cross
Other Credits: Strategy Director - Josie Castro
Other Credits: Director - Lena Bueg, station films
Other Credits: Executive Producer - Caroline Gibney, station films
Other Credits: Senior Creative Editor - Rich Smith, Hudson Edit
Other Credits: Colorist - Oisin O’Driscoll , The Mill Chicago