9: INTEGRATED (Integrated)
Certified Story Time - Chevrolet, Buick & GMC Certified Pre-Owned Vehicles
|Title of Entry:||Certified Story Time|
|Brand:||Chevrolet, Buick & GMC Certified Pre-Owned Vehicles|
|Chief Creative Officer:||Jeff Cruz|
|Account Executive:||Meg McPhee|
|Account Manager:||Jayme Winters|
|Creative Director:||Tiffany Moy-Miller|
|Art Director:||Brendan Dellicolli & Ken Villapando|
|Copywriter:||Kyle Duda & Chethna Suryakumar|
|Date of Release:||2019-04-22|
|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|