CHEVROLET: INDUSTRIAL STRENGTH CREATIVITY WITH A GAS-FRIENDLY TO GAS FREE HEART

Let's face it: the planet isn't going to save itself. We need to do our part. And that's something Chevrolet takes seriously.

Quick — word association: I say "fuel efficient vehicles" and you say ... Chevy? Not likely.

That's exactly the perception Campbell-Ewald set out to change. Fuel efficiency is a growing concern for consumers and is driving their purchase decisions. Chevy wants to be top of mind when consumers think of fuel efficient vehicles. Chevrolet is focused on bringing a number of fuel solutions to market...solutions that include five gas-friendly to gas-free technologies. Chevrolet wanted to make sure earth-friendly consumers knew they could have the best of both worlds. And since Chevy believes it's going to take more than just one big idea to help save the planet, it offers lots of big ideas:

•  Fuel Efficiency
•  E85 Ethanol
•  Hybrid (limited availability)
•  Electric (not available for sale)
•  Fuel Cell (not available for sale)

The key to the above ideas is that Chevy is working on multiple solutions, some of which you can buy today and some that are in development. Their product story is strong and it's just going to get better. Now they just needed to get the credit for it.

To communicate Chevy's multiple fuel efficient solutions Campbell-Ewald established visual icons for each of the five topics. These understandable and approachable symbols helped telegraph the program elements. Combined with the tagline "Gas-friendly to gas-free" the icons helped make very complicated technologies easy for consumers to digest.

So in July 2007, Campbell-Ewald helped Chevrolet inform and inspire consumers to do more for the environment by using up less of its resources.

We wanted to kick off Chevy's Fuel Solutions Campaign on the largest stage possible. Since Chevrolet was the exclusive automotive digital sponsor of MSN's online presentation of the 2007 Live Earth concert (liveearth.msn.com) — it seemed like the best place to reach the right audience at the right time.

Chevrolet "owned" the Live Earth on MSN digital space, with banner ads and online video. Combined with compelling traditional media, including television, print and out of home media, Chevy's recognition as a leader in environmental technologies skyrocketed. The campaign continues today in several mediums.

CREATIVE GALLERY

RESULTS

•  Over 244 million global Live Earth PVs delivered
•  Over 65 million total global video streams
•  During the exclusive live coverage on MSN, more than 8 million people around the world watched over 15 million streams, with peak simultaneous viewership of 237,000 people, making it the most watched entertainment event in online history.
•  More than 1 billion impressions delivered in July 2007
•  Live Earth on MSN drove the single heaviest traffic week in Chevy.com history
•  Chevy.com experienced traffic of more than 1,565,000 hits
•  Chevy.com fuel pages experienced a 1,000% increase with more than 595,000 hits

ABOUT CHEVROLET

Chevrolet is one of America's best-known and best-selling automotive brands, and is committed to change and progress when it comes to environmental issues. Chevy offers 7 models that have an EPA estimated 30 mpg highway or better based on EPA estimates and segmentation. Chevrolet also has over 2 million FlexFuel vehicles on the road today that can run on E85 Ethanol. And Chevy offers America’s first full size Hybrid SUV … the 2008 Tahoe Hybrid (limited availability). And joining the Tahoe Hybrid, Chevy will soon offer the Malibu Hybrid (very limited availability starting spring 2008). In addition to real world solutions today, Chevy is focused on the future. They are developing technologies for the concept Chevy Volt which could allow you to have a daily commute of 40 miles or less without a drop of gas and zero emissions. (Assuming a fully-charged battery. Actual range may vary depending on driving habits and conditions. Vehicle features and performance capabilities subject to change without notice.) They are also performing the first large-scale market test of fuel cell vehicles with real drivers. For more about GM and Chevrolet’s commitment to the environment, go to chevy.com.