- Chevrolet and media planning specialist Carat join forces for Volt campaign
- First 100 per cent digital only campaign for Chevrolet UK
- Partnerships with AOL, Yahoo and AskMen to create high impact online display campaign
An innovative design deserves an innovative approach – and so, to launch the award-winning Volt extended range electric vehicle (EREV), Chevrolet are going 100 per cent digital with their new advertising campaign – the first project for the two companies since Chevrolet signed Carat as its global media agency.
The Chevrolet Volt is the world’s first EREV, and the Chevrolet/Carat team have created a strong, high impact online presence, introducing exciting new partnerships with global media giants including AOL, Yahoo and AskMen.
Rebecca Lawman, Marketing Manager, Chevrolet UK, said: “We wanted to launch a completely new type of campaign, one that is a first for Chevrolet and one that will create a wide-ranging impact across a number of different media channels.
“This is a completely new approach for us and has lead to us forging relationships with exciting new global partners as we continue to promote this revolutionary vehicle in different markets across the world.”
As part of the campaign, Chevrolet has partnered with AOL’s Huffington Post UK, which sees a dedicated ‘Innovation’ brand channel within the technology section of its website that will run for six weeks and play host to a variety of content spanning technology, housing and travel through to design and fashion. AOL has also commissioned three short films with a focus on innovation, featuring TV and radio personality Jo Whiley conducting interviews as well as blogs and reviews of the Volt itself. Designers Wayne Hemmingway, Ada Zanditon and duo Jailmake all feature in the video interviews in which the revolutionary Volt takes centre stage in the discussions and even sees Jo take the vehicle for a test drive.
In addition to the videos, the theme of greener technologies and sustainability will take precedence within display ads, infographics and across a series of homepage and mail login takeovers. Similarly, in partnership with Yahoo, a series of login and in-mail interactive displays allow users to explore the key features of the Volt and learn more about the innovative technology behind it.
Chevrolet Volt has also become an official sponsor of the AskMen Innovation Awards, which celebrate 50 years of life-improving technology, and visitors to the website are encouraged to vote for their top innovations for the chance to win some fantastic prizes. The partnership sees the utilisation of ad placements and video site takeovers across both the AskMen and the bespoke Innovation Awards webpage.
But Lawman adds, the focus of the campaign is interaction with customers. She said: “One of the key aspects of this campaign is consumer perception, and developing our brand outreach within the digital sphere, this means we are able to gauge exactly what people think about the Volt. We are working with Unruly Media to stream the top four fantastic video entries for the Volt MoFilm competition on ‘Range Anxiety’ within the blogging community, along with increasing our facebook presence through high impact content, images, adverts and in depth information.”
