Chevrolet Motor Division, semi-finalist in the 2000 David Ogilvy Research Awards, was concerned when it was preparing to introduce the Silverado truck about whether consumers would link the name with the Chevy truck brand. Based on research from Cultural Dynamics, Campbell-Ewald developed commercials that excelled in delivering the message that the Silverado was a tough machine (in line with Chevy truck brand). At the time of writing, Chevrolet was selling as many Silverados as it could build, a...

BPIR Categories

4.1.2 Manage advertising & promotional activities
1.2.3 Identify new innovations that meet customer needs

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