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Chance Pruiett Jace Bullington Spring 2013 Term Project Chevrolet Campaign 1

Breakdown of Chevrolet Campaigns Over A 100 Year History

By

Chance Pruiett Jace Bullington

Chevrolet


Table of Contents

Executive Summary 3

Timeline of Chevrolet 4

Chevrolet SWOT Analysis 7

Mini Case Study ldquoSee The USA in Your Chevroletrdquo 8

Mini Case Study ldquoHeartbeat of Americardquo 11

Mini Case Study ldquoLike a Rockrdquo 14

Mini Case Study ldquoChevy Runs Deeprdquo 17

Mini Case Study Chevrolet Volt 20

Reflections 23

Works Cited 25


Executive Summary

For our final project we chose to study Chevrolet and write about some of their most

prominent campaigns throughout the years Chevrolet was founded in 1911 by William C

Durant and Swiss race car driver and automotive engineer Louis Chevrolet Chevrolet first used

the lsquobowtiersquo emblem as their logo in 1914 During the 1950rsquos Chevrolet established themselves

as big influencers in the automotive industry coming out with their flagship Corvette the

Chevrolet V8 Small Block introduced in 1955 which is still in use today and their first fuel

injected engine in 1957 Chevrolet is a very successful company today with over 300000

employees worldwide and presence in six different continents With many vehicles on the

market from sedans to SUVsrsquo to trucks Chevy has something of interest for everyone

Establishing themselves as an American brand has been their aim from the beginning 100

years later Chevrolet still has an image of American Pride and an impressive history to go along

with it We are going to explain how they achieved their image by talking about some of their

most memorable campaigns from the ldquoHeartbeat of Americardquo to ldquoLike a Rockrdquo to ldquoChevy Runs

Deeprdquo


Timeline of Chevrolet (McCluskey Chevrolet 2011)

1911 - Chevrolet is founded and the Series C Classic Six is unveiled priced at $2150

1914 - Chevrolets iconic bowtie logo is used for the first time The Model H launches with a

durable four-cylinder engine that helps build Chevroletrsquos reputation as a dependable car The

engine would power Chevrolets through 1928

1917 - Chevrolet becomes a division of General Motors

1918 - Chevrolets first trucks are introduced one based on the Model 490 chassis and a heavy-

duty 1-ton chassis

1935 - The Suburban is introduced offering three rows of seats and generous cargo space It

marks its 76th anniversary in 2011 and is the oldest continually produced vehicle in automotive

history

1942 - Chevrolet stops building civilian vehicles and dedicates its production facilities to

manufacturing armaments for World War II

1953 - The Corvette is introduced Only 300 of the fiberglass-bodied sports cars are produced

that first year but they launch an American icon that is still going strong nearly 60 years later

1955 - The ubiquitous small-block V-8 is introduced in the redesigned 1955 Chevrolet line

ushering in a new era in affordable performance and establishing a legacy that continues to this

day in the LS family of small-block V-8s found in Chevrolet trucks SUVs and performance cars

1950-1960rsquos - The Dinah Shore Chevy Show launches as a one-hour TV show with Shore

singing See the USA in your Chevrolet at the close of each show The show grew out of

Shores earlier 15-minute programs and she was the first woman to host her own TV show

Shore had sung See the USA since the early 1950s and the song was used in Chevrolet

advertising after Shores show ended in 1963


1957 - Fuel injection is offered for the first time

1960 - Junior Johnson wins the Daytona 500 in a Chevy the first of 21 Chevrolet victories at

NASCARs premier race (through 2010) the most of any manufacturer

1962 - The Beach Boys record 409 an ode to Chevrolets powered by the 409 engine which

were burning up the quarter-mile at drag strips across the country

1967 - The Camaro is introduced offering a wide range of personalization options as well as

high-performance engines that would immediately establish it as a muscle car to contend with

1975 - The tagline Baseball Hot Dogs Apple Pie and Chevrolet is introduced

1987 - Chevrolet in fall 1986 introduced The Heartbeat of America as its full-line national

campaign for 1987 models

1990 - The Corvette ZR-1 smashes a trio of speed-endurance records including averaging more

than 175 mph for 24 hours (including pit stops)

1991 - The Like a Rock advertising campaign is launched for Chevrolet trucks with Bob

Segers song of the same name serving as its foundation The campaign ran through 2004 and

is regarded as one of the auto industrys most successful

1994 - Jeff Gordon wins the inaugural Brickyard 400 NASCAR race at Indianapolis driving a

Monte Carlo race car

1997 - The Gen III small-block V-8 - dubbed the LS family of engines by enthusiasts-debuts in

the redesigned Corvette

2007 - Transformers is a blockbuster movie and introduces Bumblebee a character that

transforms into a yellow Camaro


2010 - Chevrolet introduced its new ad theme from Goodby Silverstein in October 2010 in

Game 1 of the World Series Chevy Runs Deep In addition to TV the campaign included

digital print out-of -home and social media

2011 - The Volt is launched ushering in a new age of electrically driven automobiles with

extended range


Chevrolet SWOT Analysis (Zigu 2012)

Strengths

1 Research and development in the automobile segment- Long history with a lot of income

2 Efficient HR- Over 300000 employees globally

3 Global presence- Chevy is present in 6 continents

4 Has a huge variety of models ranging from sedans to suvrsquos to trucks

5 Present in professional Racing- Many Chevy cars in Nascar

Weaknesses

1 Chevrolet was greatly affected by bankruptcies of GM

2 Tough competition from international auto brands- Honda and Toyota who offer affordable

quality and dependable vehicles

3Less developed brand presence compared to companies like Ford Honda etc

Opportunities

1 Development of hybrid and fuel efficient cars such as the Volt

2Building a bigger global brand by developing products with good gas mileage like Hondarsquos

3Fast growing market for automotive companies

Threats

1 Government policies- such as minimum mileage for new vehicles (trucks)

2 Fuel prices continue to rise astronomically

3 Ongoing competition with tough global automotive companies- Honda Toyota

4 Public transportation- Itrsquos becoming harder to afford gas which drives people to utilize public

transportation


Mini Case Study ldquoSee The USA in Your Chevroletrdquo

Background

In 1950 Chevrolet announced that $51 Billion would be spent on advertising including

television commercials This was the greatest outlay for advertising in the history of the

automotive industry (AdAge 2011) Chevrolet was taking a big risk because at the time only 9

of US households had a television (AdAge 2011) This was really the beginning of Chevroletrsquos

ldquoMade in the USArdquo roots and the start of the deep heritage that Chevy has today Automotive

companies had never felt the need to use celebrities in advertising until Chevrolet did in 1951

Objective

The Dinah Shore Show started in 1951 on NBC and would be known as the Dinah Shore

Chevy Show Chevrolet signed a deal to sponsor Dinah Shorersquos TV show which was a bold

move considering the small amount of Americanrsquos that actually owned a television By

sponsoring Dinah Shore Chevrolet hoped to instill a relation between Dinah Shorersquos likeability

and personality to the Chevrolet brand Building a brand image is very important and

Chevrolet was looking to build an All-American image that they could build on in the future

ldquoSee the USA in your Chevroletrdquo was the campaign they decided to employ Chevrolet used this

slogan in hopes of connecting Chevy with American consumers and a celebrity of the times

Dinah Shore

Strategy


ldquoSee the USA in your Chevroletrdquo campaign was put in place to start an era for Chevrolet

that would celebrate the American spirit To achieve their objective of making Chevrolet an

American icon they used Dinah Shore and her TV show Dinah was the embodiment of

American values said Leo Burnett Co Exec VP Group Creative Director Greg Taubeneck It

was such a natural tie between her personality and Chevyrdquo (AdAge 2011) This was a perfect

opportunity for Chevrolet

Execution

Dinah Shore sang a jingle that included the words ldquoSee the USA in your Chevroletrdquo at the

end of every one of her shows Dinah Shores See the USA in your Chevrolet became the

most famous closer in TV and it had Chevys name on it every time (AdAge 1996) By

sponsoring Dinah Shore Chevrolet had their name associated with the popular entertainer for

ten years Dinah Shore and Chevrolet are probably one of the most remembered carstar

associations of all time as Dinah hosted her show 599 times from 1951 until 1961 (AdAge

1996) The amount of exposure that Chevrolet got during Shorersquos show really gave them a

chance to build their American image

Results and Outcome

The aim of this campaign was to associate Chevrolet with a celebrity who in turn would

associate Chevrolet with the American Heritage ldquoSee the USA in your Chevroletrdquo campaign

embodied the American spirit that Chevrolet wanted to associate with their brand Ad Age

ranked See the USA in your Chevrolet No 5 among the top 10 ad jingles of the 20th century


(AdAge 2011) This campaign was so successful that it is still remembered as an important part

of Chevroletrsquos deep American roots that everyone knows today Ad Age put the campaign as

No 41 among the top 100 ad campaigns of the century (AdAge 2011) The campaign was a big

risk but it was executed very well considering no automotive companies had dared sponsor a

celebrity because barely any Americans had televisions According to USA Today ldquoSee the USA

in your Chevroletrdquo is one of the three most unforgettable ad campaigns and slogans that

ldquotugged the heartstrings of America (USAToday 2010)rdquo After a few failed ad campaigns after

this Chevrolet recognized that the ldquoAmerican Heritagerdquo image they tried so long to embody

was where they needed to move toward again They reused the ldquoSee the USA in your

Chevroletrdquo theme again in 1999 for the Impala and again later for the Super Bowl Speaking on

the decision to use the theme again Marc de Swaan Arons chairman of Effective Brands a

New York branding firm said Its really consistent with their roots and constancy helps build a

strong brand Consumers dont like brands making big switchesrdquo (WSJ 2010) This really

speaks volume on how successful the original campaign was once Chevroletrsquos image was

attained it really stuck


Mini Case Study ldquoHeartbeat of Americardquo Chevrolet is a brand that has been around since 1911 If there has been one thing that

Chevrolet has been known for it is American Chevroletrsquos advertising hasnrsquot always been this

way In the great depression Chevrolet took measures to ensure that it was making the best

quality product for the lowest price and conveying that to consumers (Johnson 2011) Along

the way it has also advertised specifically to women with families

It is true that the rugged hardworking dependable American stigma has been attached

to Chevrolet vehicles since World War (Johnson 2011) This slogan created in 1984 would

serve as the campaign in 1986 for Chevrolet vehicles providing the starting ground for the way

Chevrolet would brand itself as the Americanrsquos vehicle in years to come

Background

Prior to this campaign Chevrolet had not run an ad campaign that embodied all that

Chevrolet vehicles do for the people that drive them (Johnson 2011) The ads prior to this

depicted new vehicles or the new additions the company had made to these vehicles to make

them more fuel efficient cheaper or more powerful

The early 80s saw one of Chevroletrsquos first attempts at a jingle that would stick ldquoOH

yeah thatrsquos a Chevy up ahead You bet thatrsquos a Chevy up ahead Some cars lead and some

are led and heres that Chevy up ahead (Johnson 2011) The jingle did convey that Chevrolet

was in the lead when it came to building great vehicles but it was such a long catch phrase that

it was sure to get lost in the minds of some consumers


ldquoTodayrsquos Chevroletrdquo was the previous campaign to ldquoHeartbeat of Americardquo Campbell-

Ewald and advertising agency that developed the last campaign would be in charge of heading

the next Chevrolet campaign (Halpert 2011)

Objective

The objective of this campaign was to gain customer loyalty by positioning Chevrolet as

an important part of the All American lifestyle With the success of the previous campaign

ldquoTodayrsquos Chevroletrdquo the only direction for the next campaign was to keep the All-American

theme (Halpert 2011)

Strategy

Displaying Chevrolet as the heartbeat of America is clever not just because it gains

customer attention but it gains loyalty that will last longer than an ad campaign If you look at

America as a human body which the slogan suggests then Chevrolet is arguably the most

important part of the body Without a heart a person would not survive and without the cars

made by Chevrolet Americans would not be able to do their daily duties

Execution

The company implemented the strategy with well thought out advertisements including

print radio and television Dannielle Huddlier who began as Chevroletrsquos advertising manager

saidrdquo the music embodied the campaign It would have been good but not great without that

music (Halpert 2011) A lot of music featured in car advertisements in the 80s was a bit corny

so finding the line of what was catchy but not over the top was a tight rope to walk


The iconic ldquoThe Heartbeat of Americardquo slogan was displayed as an image similar to

Footloose and many other popular dance movies of the 80s The slogan ldquoThe Heartbeat of

Americardquo was displayed as a neon sign with the word heartbeat underlined and in pink and the

rest of the letters were in blue capitalized text

Results and Outcome

Finding information that justified whether or not the campaign was a success was

difficult With the influx of more automobile brands into the United States market is it difficult

to judge numbers and define them as success or failure In 1987 Chevrolet vehicle sales within

the US totaled 2675000 and their percent of the US market share was 18 (Johnson 2011) In

1990 Chevrolet US vehicle sales 260000 and their percent of the market share was 188

(Johnson 2011) In this time span their total sales stayed around the same but their market

share increased by 8 The increase in market share is more impressive than total sales due to

as previously stated the incoming competition in automobiles

According to (Halpert 2011) It became so popular that a Vietnam vet asked if Huddlier

could send him the music so it could be played at his wedding Thats when you know youve

touched people she said In addition the campaign was so popular among dealers that they

wanted the right to continue with it even after GM moved to another campaign (Halpert 2011)

With These points in mind the campaign ldquoThe Heartbeat of Americardquo kept the All-American

feel that Chevrolet had developed in previous campaign and overall lead to a successful six year

campaign


Mini Case Study ldquoLike a Rockrdquo

Background

As vehicles were being improved overtime consumers were drawn towards vehicles that

were proven to be tough and long lasting Chevroletrsquos previous campaigns were more of a

broad focus on the entire line of Chevrolet vehicles highlighting the All-American aspect

Chevrolet brought to the table According to (Krisher 2011) cheap gas and a healthy economy

in the 1990s helped give birth to the truck and SUV boom which in turn gave Chevrolet back

some of its prominence

This campaign would focus on Chevrolet trucks as opposed to their entire line of

Chevrolet vehicles According to (Halpert 2011) ldquoChevrolet General Manager Kurt Ritter Chevy

truck ad director Mac Whisner and Chevrolet Marketing Director Jeff Hurlbert spent six months

researching Chevys attributes Ritter saidrdquo Out of this research they found that Chevrolet trucks

were considered to be some of the longest lasting and most dependable trucks on the market which

would lead Chevrolet to a campaign that would last for over a decade

Objective

The objective of this campaign was to once again instill hope within the American

people that the product they were going to purchase was going to be All-American and long

lasting While it may seem easy to say this Chevrolet was looking for a way to provide the

information and allow its potential publics to come to the conclusion by themselves

Strategy


With gas prices low and a healthy American economy consumers were purchasing

trucks and Chevrolet was looking for a way to set their trucks apart from the competition At

the same time Chevrolet was looking for a way to capitalize on the fact that their trucks held up

for a very long time (Halpert 2011) Chevrolet needed a slogan and campaign that would prove

to potential customers and reinforce these ideas to those already loyal customers that their

trucks were durable and long lasting just like the hard working Americanrsquos that were going to

drive them

Execution

According to (Halpert 2011) the actual campaign slogan ldquoLike a Rockrdquo was developed

when Don Gould Campbell-Ewalds truck creative director was listening to a Bob Seger album and

heard the song Like a Rockrdquo General Manager of Chevrolet Kurt Ritter thought ldquoLike a Rockrdquo wasrdquo

over the moonrdquo and that it captured the physicality of the truck (Halpert 2011) Still one

difficult aspect remained Chevrolet had to persuade Bob Segar to give Chevrolet permission to

use the song in its ads Segar initially refused the offer but retracted his statement after he was

asked in a barrdquo When are you going to do something for the auto-workersrdquo (Halpert 2011)

Once the Chevrolet had permission to use Segarrsquos song in advertisements and as the

campaign slogan advertisements hit print radio and television The advertisements usually

focused on the hard working All-American whose truck was an essential part to the success of

his work These ads included construction workers loading heavy equipment into the back of

their pickups a Chevrolet truck driving through the mud up a steep hill or over treacherous

rocky terrain all with ldquoLike a Rockrdquo playing in the background Having like a ldquoLike a Rockrdquo playing


in the background was extremely important to the image of the trucks it provided the icing on

the cake for viewers who were skeptical about Chevroletrsquos dependability

Results

The results of the execution were the most impressive For 13 years Chevrolet was able

to feature their trucks in television print and radio advertisements with the slogan and idea

that Chevrolets were ldquoLike a Rockrdquo It was clear that the American people were responsive to

American Icon Bob Segarrsquos song like a rock as the reassurance they needed to purchase a

Chevrolet truck

The objective of the campaign to convince the American people that the truck they

were going to purchase was going to be long lasting and durable were directly met with

Chevroletrsquos execution of the campaign The numbers of sales and other measurable outcomes

were not available but the campaign was so successful that Chevy stuck with it for 13 more years

(Krisher 2011)


Mini Case Study ldquoChevy Runs Deeprdquo

Background

Campbell-Ewald has been the agency in charge of all the advertising for Chevrolet but

that all changed in 2010 Chevrolet was looking for a change as Joel Ewanick became

Marketing VP officer for GM on May 24 2010 As soon as Ewanick started he hired Omnicom

Groups Goodby Silverstein amp Partners as agency for all Chevrolet US advertising (AdAge

2011) According to Ewanick he believed that ldquoGoodby Silverstein amp Partners had the

creativity and ability to take the iconic Chevrolet brand to the next level and do it fastrdquo

(AdAge 2011) Ewanick has worked with the Silverstein group at Hundai before moving to

Chevy and admires the work they provide The hiring of the Silverstein group led to the

highlighting of Chevroletrsquos ldquodeeprdquo history while celebrating Chevyrsquos 100-year anniversary

Objective

Chevrolet was founded in 1911 and in order to draw their new image as an iconic

American brand thatrsquos been around 100 years they needed a new campaign to rebound from

their bankruptcy in 2009 This led to the ldquoChevy Runs Deeprdquo campaign Within this campaign

the hope was to achieve a new brand image in a new era by tapping into the past and the

heritage that Chevy has built According to Chris Perry vice president of Chevroletrsquos marketing

ldquoThe goal is to bust Americans misperceptions of the brandrdquo He believes that a lot of

Americans based their perceptions or misperceptions on the car they had in college or their

neighbors Chevy that kept breaking down (Autotrader 2010) The goal was to show that the

bowtie Chevy logo has been there throughout Americans lives and present in the most valuable

moments of their lives


Strategy

To achieve the new brand image they were trying to emulate it was going to take some

heartfelt advertising Trying to rebound after bankruptcy Chevy decided to advertise on a

program that they knew would have many viewers In their attempt to stage a new era for

Chevrolet they debuted their new theme ldquoChevy Runs Deeprdquo on the MLB World Series with a

60-second advertisement on the program The advertisement included black and white video

of workers assembling GM vehicles in the 1940rsquos houses being built in the 1950rsquos young

couples in the 1960rsquos driving Chevyrsquos full of hope and then it moved on to show modern

Chevyrsquos like the Malibu and Cruze (Autoblog 2010) The entire commercial is voiced by the

actor Tim Allen from Home Improvement

Execution

By choosing Tim Allen as the ldquovoicerdquo of the new Chevrolet brand they are relating the

brand to a well-known and respected actor Elaborating on the new technology Chevrolet is

using Tim Allen says Chevy is ldquoinventing new ways to get around the planet while preserving

itrdquo (Autotrader 2010) This campaign was meant to create emotions with consumers while

showing Chevyrsquos lsquodeeprsquo heritage and history and connecting it with the history of the US To do

this they dug up old images and video of people with their old Chevy cars and had Tim Allen

speak on the strong heritage that Chevy has built throughout the years one customer at a time

The actual campaign was delivered very well Even though the main part of the ad campaign


was to advertise on TV during the World Series the campaign also included print ads digital

and social media (Adage 2011)

Results and Outcome

The effect this campaign had on the success of the lsquonewrsquo brand of Chevrolet is

debatable 2009 was a terrible year for automakers especially Chevrolet coming out of a

recent bankruptcy However the first nine months of 2010 after this campaign Chevy sold

1174 million vehicles which was a hefty 19 rise from 2009 (Autotrader 2010) Experiencing

some success in vehicle sales slowly stopped and some of the advertising work done in the

campaign didnrsquot connect well with consumers because a lot of people didnrsquot really know what

the slogan meant (Bloomberg 2011) The campaign was delivered to the public very well but

the meaning was not communicated well ldquoWhere we fall down is we have not done a good

job of bringing that idea to liferdquo Ewanick Marketing VP said ldquoWe havenrsquot really elaborated

what we mean by that (Connecting consumers emotionally)rdquo (Bloomberg 2011) In the end

Chevrolet managed to rebound quickly from the confusing ads of this campaign as they came

out with the ldquoSaluterdquo Ad placed on Memorial Day weekend A soldier drives up in a Chevy to

his two sons waiting on the porch and at the end of the commercial it says ldquoBringing heroesrsquo

home for generations another reason Chevy Runs Deep (Bloomberg 2011)rdquo


Mini Case Study Chevrolet Volt

Background

The Chevrolet Volt was designed as a car that would save Americans gas money In the last ten

years gas prices have climbed from under two dollars in 2001 to just under four dollars in 2013

(Gasbuddy 2013) The Chevrolet Volt was released in North America in the fall of 2010 The

Volt was Chevroletrsquos version of an electric hybrid It is the worldrsquos first mass-produced electric

vehicle with a gasoline-powered extended range that provides up to 379 miles of total range

(Chevrolet 2013) That means Volt provides the benefits of an electric vehicle without the

range limitations associated with other electric vehicles

Objective

The Chevrolet Volt was a new chapter in the automobile advancements Chevrolet has made

throughout its 100 year history Chevrolet was looking for a way to convey to viewers the

technological advancements that have been made on the Chevrolet Volt as compared to other

electric hybrids Viewers needed to be informed of all that the new Volt was capable of

Understanding all that was the Volt was Michelle Malcho communication manager for the

Volt believed would gain public attention and properly brand the Volt (Wilson 2013)

Strategy

The strategy of the Chevrolet Colt campaign would be to position the Volt as technologically

superior to its competitors By telling the publics about the Voltrsquos technology and its leadership

in the field of technology Chevrolet hoped to convey to its viewers what it meant to go electric


(Wilson 2013) The Voltrsquos features would be displayed and viewers would know exactly what

the Volt was

Execution

For the first 12 to 18 months of the campaign Chevroletrsquos communication was based

around its specificrsquos and capabilities (Wilson 2012) Chevrolet used both traditional and

nontraditional media to convey the Voltrsquos superior technology This message was used to pull in

automotive bloggers who write about what really makes a car work It was also necessary to

invite environmental commentators who are interested in gas mileage and ecological impact

The message viewers received about the volt was information about how the battery worked

how the engine operated without a transmission and other technology specifics (Wilson 2013)

After the Voltrsquos slow start Chevrolet changed their campaign from being about what the

Volt is to focusing on telling stories of the Voltrsquos consumerrsquos lifestyles Once the campaign focus

changed from being all about the Volt to being about its consumers the customers became the

number one marketing source for the vehicle (Wilson 2013)

The advertisements shown on TV werenrsquot focused on the Volt and what it could do they

changed to fit the Chevrolet Volt lifestyle Volt owners shared their experiences with the Volt

which made the car more personable and less confusing than previous advertisements

Results

Chevrolet had a planned strategy to convey to its publicrsquos that the Volt was superior in

technological terms to its competitors which it did As Malcho pointed out after a period of


time that story didnrsquot resonate so they made the correct decision and focused on the

consumer (Wilson 2013)

The consumerrsquos involvement in the Voltrsquos campaign is proof that Chevrolet made the

right decision in changing its message Although social media can only be a mere glimpse of a

campaignrsquos success the Voltrsquos online presence has increased thanks to its fans The Voltrsquos

website started out as a communication tool for the Voltrsquos numerous features Now itrsquos

composed of Volt owners and fans who share their experiences blogging or in video form

Finding stories about the Volt is not difficulty either The social media presence of the

Voltrsquos fans can be observed when the communication team posts a story because it is usually

followed by many more (Wilson 2013)

Perhaps the most visible point of success can be viewed by the recent federal

investigation into the Voltrsquos battery safety What would have been a crisis for most brands drew

the Voltrsquos fan base to save its image by voicing their support In summary the Volt

communications was successful in conveying to publicrsquos that the Volt was technologically

superior to other hybridrsquos and the later change to focus on the consumerrsquos experiences proved

to be the best marketing tool the Volt had available


Reflections Jacersquos Reflection

I enjoyed taking a look into the campaigns that Chevrolet had run over their 100 year history I

can remember when I was younger knowing the ldquoLike a Rockrdquo song and identifying it with

Chevrolet trucks I think that throughout the years Chevrolet has made the right decisions in

where to go with their campaigns They rode the All-American wave for most of their overall

campaigns and while it is still very relevant in American culture to be patriotic they are touching

on other aspects of American culture By producing the electric ndashhybrid Volt Chevrolet has

opened up business from the up and coming Millennials who worry about the environment and

are not as concerned with having a large gas guzzling truck due in part to the recent spike in

gas prices They have accepted the role that social media plays in their brand and their

strategies have been effective I cannot think of anything I would change about Chevroletrsquos

campaigns They were always well thought out and pulled on Americarsquos heartstrings in some

way

Chance and I handled this project well together We divided the work evenly and ended

up with what I think is a great breakdown of campaigns Chevrolet has put together

throughout the years If I were to give chance a grade I would give him an A You might be

saying an A that stands for excellent right That is correct I believe that Chance did an excellent

job in this project and the work he has to show for it proves my point


Chancersquos Reflection

We chose to do our project on Chevrolet because of their intricate history and heritage

and I thought that it went pretty well We found a Timeline and Swot analysis online then we

fixed what we had to and elaborated on what we wanted to convey We chose what we felt

were the most prominent campaigns that Chevy has done throughout the years At first I had a

difficult time researching my first campaign and getting enough information on it but ended up

finding a few very helpful sources especially in Ad Age I think we split the responsibilities very

well and Jace was easy to work with which made it helpful to get things done in a timely

manner Overall Irsquom pretty satisfied on how well the project went it took quite a while to do

but went relatively smoothly I enjoyed the project because I learned a lot about the deep

history of Chevrolet and the heritage that is Chevrolet


Works Cited

Wilson M (7 March 2013) Chevy Volt Changes Messaging Sales Go Up Retrieved from httpwwwprdailycomMainArticles13998aspx

Halpert J (31 October 2011) ldquoChevys Most Enduring Advertising Campaigns How the Ideas Took Rootrdquo Retrieved from httpadagecomarticlespecial-report-chevy-100chevy-s-campaign-ideas-root230682

Gas Buddy (2013) Historic Gas Prices Retrieved from httpgasbuddycomgb_retail_price_chartaspx

Krishner T (02 November 2011) Like a Rock Chevy celebrates 100th anniversary Retrieved from httpwwwstandardnetstories20111102rock-chevy-celebrates-100th-anniversarydisqus_thread

Chevrolet (2013) Retrieved from httpwwwchevroletcomvolt-electric-carhtmlseo=goo_|_GM+Chevy+Retention_|_GG-RTN-Volt-Electric+Car-BP-SN-BMM_|_Volt+Electric+Car_|_2Bvolt20electric20car

Johnson B (2011) From See the USA in your Chevrolet to Like a Rock Chevy Ads Run Deep Retrieved from httpadagecomarticlespecial-report-chevy-100100-years-chevrolet-advertising-a-timeline230636

Welch D (Aug 31 2011) GM Looking to Reboot Chevrolet Advertising Campaign after Slow Start Retrieved from httpwwwbloombergcomnews2011-08-31gm-looking-to-reboot-chevrolet-advertising-campaign-after-a-slow-starthtml

Halliday J (Oct 29 2010) Chevy Runs Deep- A new campaign for GMrsquos biggest brand Retrieved from httpwwwautotradercomresearcharticlenew-shopping73773chevy-runs-deep--a-new-campaign-for-gms-biggest-brandjsp

Kiley D (Oct 27 2010) The Why Behind ldquoChevy Runs Deeprdquo slogan Retrieved from httpwwwautoblogcom20101027the-why-behind-chevy-runs-deep-slogan


Terlep S and Vranica S (October 28 2010) GM Pouring Ad money into Chevy brand Retrieved from httponlinewsjcomarticleSB10001424052702304173704575578073119960604html

Meier Fred (October 2010) Tell us Can lsquoChevy runs deeprsquo tagline recapture the heartbeat Retrieved from httpcontentusatodaycomcommunitiesdriveonpost201010chevy-digs-deep-for-new-ad-slogan1Uaa9wZxdATA

McDonough J (Jan 8 1996) Dinah Shore for Chevrolet Retrieved from httpadagecomarticlenewstop-left-dinah-shore-chevrolet-vivian-vance-william-frawley-ford-ricardo-montalban-chairmen-board-lee-iacocca-frank-sinatra-chrysler-buick-30s-reminded-hollywood-tastemaker-auto-styling-100-years-auto-ads-auto-marques-a-star-shunned-big-celebrities-stage-screen-songby-30s-prominent-role-selling-car-proletariatte80631

McCluskey Chevrolet (2011) Chevy Runs Deep ndash for 100 Years Timeline Retrieved from httpwwwmccluskeychevroletcomchevy-runs-deephtm

Zigu (2012) Chevrolet Retrieved from httpwwwmbaskoolcombrandguideautomobiles1132-chevrolethtml


Table of Contents

Executive Summary 3

Timeline of Chevrolet 4

Chevrolet SWOT Analysis 7

Mini Case Study ldquoSee The USA in Your Chevroletrdquo 8

Mini Case Study ldquoHeartbeat of Americardquo 11

Mini Case Study ldquoLike a Rockrdquo 14

Mini Case Study ldquoChevy Runs Deeprdquo 17

Mini Case Study Chevrolet Volt 20

Reflections 23

Works Cited 25


Executive Summary














Deeprdquo









duty 1-ton chassis



history








































extended range



Strengths






Weaknesses





Opportunities




Threats





transportation



Background







Objective









Dinah Shore

Strategy








Execution









Results and Outcome































Background














Objective





Strategy






Execution











Results and Outcome















campaign



Background













Objective





Strategy








drive them

Execution

















Results





Chevrolet truck





(Krisher 2011)



Background










Objective












Strategy










Execution












Results and Outcome

















Background








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Execution















Results

































way



















Works Cited

















Executive Summary














Deeprdquo









duty 1-ton chassis



history








































extended range



Strengths






Weaknesses





Opportunities




Threats





transportation



Background







Objective









Dinah Shore

Strategy








Execution









Results and Outcome































Background














Objective





Strategy






Execution











Results and Outcome















campaign



Background













Objective





Strategy








drive them

Execution

















Results





Chevrolet truck





(Krisher 2011)



Background










Objective












Strategy










Execution












Results and Outcome

















Background








Objective







Strategy






the Volt was

Execution















Results

































way



















Works Cited
























duty 1-ton chassis



history








































extended range



Strengths






Weaknesses





Opportunities




Threats





transportation



Background







Objective









Dinah Shore

Strategy








Execution









Results and Outcome































Background














Objective





Strategy






Execution











Results and Outcome















campaign



Background













Objective





Strategy








drive them

Execution

















Results





Chevrolet truck





(Krisher 2011)



Background










Objective












Strategy










Execution












Results and Outcome

















Background








Objective







Strategy






the Volt was

Execution















Results

































way



















Works Cited











































extended range



Strengths






Weaknesses





Opportunities




Threats





transportation



Background







Objective









Dinah Shore

Strategy








Execution









Results and Outcome































Background














Objective





Strategy






Execution











Results and Outcome















campaign



Background













Objective





Strategy








drive them

Execution

















Results





Chevrolet truck





(Krisher 2011)



Background










Objective












Strategy










Execution












Results and Outcome

















Background








Objective







Strategy






the Volt was

Execution















Results

































way



















Works Cited


















Strengths






Weaknesses





Opportunities




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transportation



Background







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Dinah Shore

Strategy








Execution









Results and Outcome































Background














Objective





Strategy






Execution











Results and Outcome















campaign



Background













Objective





Strategy








drive them

Execution

















Results





Chevrolet truck





(Krisher 2011)



Background










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Strategy










Execution












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Execution















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way



















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Strategy






Execution











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Objective





Strategy








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Results





Chevrolet truck





(Krisher 2011)



Background










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Strategy










Execution












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Background








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Execution















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Chevrolet truck





(Krisher 2011)



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Chevrolet truck





(Krisher 2011)



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Execution















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Chevrolet truck





(Krisher 2011)



Background










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Execution















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Chevrolet truck





(Krisher 2011)



Background










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(Krisher 2011)



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Chevrolet truck





(Krisher 2011)



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Chevrolet truck





(Krisher 2011)



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