Table of Contents

Wieden + Kennedy

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Camille Ray W+K

Chevrolet 2014

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A B

C

Executive Summary

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A Brand as Classic asAmerica Itself

needs as he pursues his American Dream.

Competing against Ford Mustang and Dodge Challenger strengthens Chevrolet

feel like an established young adult with a little bit of new found wealth. Camaro allows him to impress ladies, as well as himself. Extending its accommodations

further, the Camaro satisfies even the 55 year old Conqueror Michal Jones’

The Camaro caters to a variety of different people with different needs. The Aspiring, Max Zeller is a young, all American boy. Camaro allows him to look

cool around all of his young friends who admire his fun, spontaneous personality as well as his distinguished car. Camaro allows The Driven, Tyler Williams, to

patriotism.

car, customers gain a vehicle with character that allows them to pave their

America is a place with infinitely many differences; different people, ethnicities, climates, languages, religions. Still, amid all of those diversities, Americans have united and grown together as a people- become stronger, not weaker. Chevrolet is a brand as classic as America itself and as diverse as the people that make

this country the beautiful home that it is. The American brand that is Camaro is a reasonable splurge for all those who are looking for a fast, sleek, classic

muscle car. Camaro offers something for everyone and by buying an American

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Our History

Chevrolet was founded by William C. Durant and Louis Chevrolet. In 1909

William Durant asked Louis Chevrolet, a famous race car driver, to help design and promote a new

car. One of its staples was introduced in 1967- the Camaro. The

new 1967 Camaro was such a success that it sold over 220,000

units during it's first year. Since its time competing with cars as classic

as the Model T, Chevrolet has become a respected and vastly

successful company.

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Strengths

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Reach underserved audiences

Strong incentives to participate in the campaign

Cohesive advertisements with a Patriotic theme giving Camaro a unique and specified definition

Will not appeal to non-patriotic people

A national, rather than global, campaign

Women are not a target audience

Partner with other organizations (The Wounded Warrior

Appeal to a myriad of ages

Dreamrepresent the American Camaro can

Prove that

member of the target market

Competing against

All mediums may not reach every

economic downturn Unforeseen

Opportunities Threats

Weaknesses

1977

Camaro introduces air conditioning, new turning radius, and idea of high

performance vehicle.

19821967

Camaro

Camaro officially

announced.

The brand revamps its style, eliminating

the look of headlights.

1993

Z—28 is exclusively selected as the official

pace car for the Indianapolis 500.

2002

Camaro’s 35th

anniversary edition with new and

exciting stripes.

2007

Camaro is featured in Transformers, raising demand

and popularity.

2010

Advertising changes the look of the Camaro,

rekindling the passion of the 1969 Camaro, boosting

sales and popularity.

2010

The present day Camaro is a head

turner with its sleek look and smooth

drivability.

Timeline

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The Competition

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Created the “pony class” The only “pony car” with uninterrupted production On its fifth generation, the sixth generation will be in

showrooms November 2014 Muscular Contemporary Detail oriented Luxury Fast

The advertising strategies behind the Mustang are made to give the audience a sense of excitement and adventure. The print ads for this muscle car have always been for the thrill seeker who

wants just enough danger in their car. With past slogans such as “For those who want more out of life than a little peace and

quiet” and more recently, “You can hear it coming from 40 years away” these advertisements use humor in order to appeal to a

younger demographic.

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All that matters is what’s ahead

Supercharged Bulky Long Hood Throwback to retro 1970’s style “Retro chic” Bigger, wider, heavier Unlimited interior options

The Dodge Challenger’s ads formerly play to an older crowd, with tag lines such as “now this is an adult toy.” Recently, their advertisements have been showcasing their American side. Their 2014 tag line is “American was built on courage, ingenuity, and muscle.”

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2013 Market Share

Mustang 37%

Camaro 39%

Challenger 24%

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Chevrolet Line-up

Chevrolet makes a wide range of vehicles for a variety of people and needs.

Chevrolet has had many different slogans over the years since its start in 1911. Some of these taglines used include:

“See the USA in Your Chevrolet” “Heartbeat of America" “An American Revolution" “Chevy Runs Deep” “Find New Roads"

Currently, McCann advertises for Chevrolet and has recently transitioned to the “Find New Roads” campaign.

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Company Portfolio

Pave Your Patriotism.

For the independent

explorer in you.

With a transition from Goodby Silverstein & Partners to McCann in March of 2013, Wieden + Kennedy understands that Chevrolet is eager to test the market with the agency that represents them best.

Wieden + Kennedy believes: That the independent nature of our

agency meshes well with the independence of the country that Chevy was founded in

The Camaro is a proven retro style muscle car that has the right to be the leader of its class

We can help revolutionize Camaro’s image in a

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Big Idea

Patriotism. It is what our forefathers had in mind when building the foundation of America. It is the ultimate sacrifice that our troops give to protect the country they love. It is the respect we pay during “The

Star Spangled Banner” at a summer baseball game. Above all, it is the love we have for America that pushes us to support “the land of the

free and the home of the brave”.

Being American is an honor and as Americans, it’s our patriotic duty to protect our home. We are patriots by the votes we cast, brands we

choose, and the cars we drive. Chevrolet is the epitome of the American Dream: a company that started from nothing, sacrificed

everything, and came out on top. Chevy understands making a name for yourself takes time, but also that it had never been this easy. The

Chevy Camaro is the perfect way to #PaveYourPatriotism.

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The Chevy Camaro was born and raised in America; it exudes freedom, opportunity, and unity. You do not have to serve in the military or hold a political position; you do not even have to be a registered voter at all to

show your patriotism. The American-made Camaro is the modern solution to expressing your American pride. Chevy knows as well as any American that you get what you work for. You must create your own patriotism and

the Camaro will help you find new roads with finesse and style.

It is your patriotic duty to serve as an active American patriot. Give something back to the country that gives you endless opportunity.

#PaveYourPatriotism with the Chevrolet Camaro.

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The Aspiring

He shoots, he scores! A cheer erupts from the crowd full of Max’s friends and parents that have watched him grow up in Calabasas, CA. Max is already a star of his high school lacrosse team, even though he is just a sophomore at The Pilgrim School in the LA area.

Growing up, Dr. and Dr. Zeller have spoiled their only son with their combined income of $600,000 by continuously gifting Max with the coolest and most up to date gadgets including a GoPro, an iPhone, concert tickets, and for his upcoming 16th birthday, they are sure to deliver once again: with a shiny sports car.

After the game, Max headed to a party at his best friend’s house. Before the girls arrived, he played Call of Duty with his buddies. As long as Max performs well enough in school to get into a respectable university, his parents do not care how their son spends his time. Perhaps,

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The Driven

It is Friday night again and the man of the hour is Tyler, in charge of the scene at Southside Johnny’s, a popular nightclub in Colorado Springs, Colorado.

He is a hardworking man, inside and outside of the club. On Monday morning, he will wake up to go to work managing the bank tellers at Bank of Colorado. Just a year ago, Mr. Williams was one of those tellers but he has been working hard using the skills he learned at Colorado College to move up the ladder. Though he takes his job seriously, he likes to have fun and is excited to reward himself from the extra money he has made in his new position to buy a new car.

The car he currently drives was a high school graduation present from 8 years ago. Sometimes Tyler will take his dog, Kenmore, for a ride but he is not much

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The Conqueror

Our ads are specifically created to target The Aspiring, The Driven, and The Conqueror.

Wieden + Kennedy understands the importance of incorporating

iconic American images and ideals

to unify the #Pav

eYourPatriotism

From sea to shining sea, Americans will see how the Camaro can help them Pave their Patriotism.

Advertising Campaign

The Aspiring: Breaking Bad Family Guy NCIS

The Driven: Game of Thrones NCIS Modern Family

The Conqueror: Forbes magazine Golf magazine The Gazette

Pairing our campaign with the Wounded

Warrior Project ties the Camaro

to an organization that supports

American veterans and

places Chevrolet as a philanthropic

brand.

usually being for his wife or daughters).

something he has always wanted. He is willing to spend any amount of money because for the first time, the shiny new thing is for himself (instead of

the “go-to” contractor for anyone in Pittsburgh who wants through job and reasonably priced experience.

With the recent success of his business and the celebration of an empty house, Michael is preparing to purchase a new sports car,

themselves a little bit. They want to keep from feeling old.

Since the end of college, Michael has worked in the construction business, following in the path of his immigrant father. Michael is

On the drive back from dropping off his youngest daughter Caitlyn at Haverford College, his nest is finally empty. Now it is time for Michael and his wife of 30 years to finally relax and spoil

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Storyboard

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Storyboard

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“It’s Never Too Late” to pave your own path. These words speak specifically to Michael, because he is already an established and wealthy man. Through this print advertisement, Camaro assures that he can start or even continue to be patriotic in this sleek, powerful, all-American muscle car. This ad will run in Golf magazine,

Print Ad

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Pave Your Patriotism Budget

Guerrilla Marketing

Movie Theater Takeover:

Occurs in Calabasas theater

June 15th-June 19th

Garage Stickers:

Occurs in Colorado Springs

Overnight of 2728

The Camaro will present a unique opportunity to define originality and to represent all of what makes America great. The Camaro is the America Dream actualized, and its four wheels can take

and work ethics. discover new knowledge, and The Conqueror will inspire new ideas that they travel, The Driven will accelerate to unknown territory and

There is a pride in paving one’s own path, and defining what makes one unique while being a piece of a larger picture. With the #PaveYourPatriotism campaign, each persona has the opportunity to be their best self. The Aspiring will find inspiration on the new roads

driver one must be driven. those individualities. Wieden + Kennedy believes that in order to be a

defines you. Living in the United States implies a multitude of identities, and The Camaro encourages the driver to go out and find

Just because you are an American, does not mean that is all that Summer 2015

Calendar

Conclusion

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Consumer ResearchTo further our research, W+K went out to the real world to ask a few survey questions. Here some of the people interviewed:

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16 year old boy: Max- Jewish- household income $500K+- two younger siblings- private school- democrat- plays volleyball - runs track - in choir- dad is a lawyer- stay at home mom who volunteers- watches Tosh.0, Modern Family, Breaking Bad

55 year old man: George- started his own business- on his second wife- two kids in college- household income $250K+- he’s a techie - independent voter- not close to his family - always wanted a red mustang as a kid- plays golf in spare time - watches all the news shows

1) 16 year old max and 55 year old George both already knew that Chevrolet was an American brand. In general, this is common knowledge, so this led us to assume that we can make use of our American themed ads without having to explain ourselves.

2) A few words that came to mind when 16 year old, Max, thought of the Camaro were bold, strong, new, and sporty. He also was pleasantly surprised when he saw the safety ratings. George on the other hand thought of Camaro as a showy car. We took these words into consideration and decided that while Camaro is showy, it is in the best way possible. People buy a Camaro to show their love of cars, the brand, and the sporty persona that it has.

3) A few complaints about the Camaro were lack of comfort and mileage. Since we cannot change the nature of the car, we decided to omit these aspects.

4) Finally, when asked which muscle car they would buy, both men said hands down Camaro due to its

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Bibliography"1968 - 2002 Chevrolet Camaro History." Top Speed RSS. N.p., n.d. Web. 16 May 2014.

This website provided with an extensive timeline of the history of the Camaro.

"2014 Chevrolet Camaro." Edmunds. Web. 17 May 2014.

This website was used to get positive as well as negative reviews on the Camaro, as well as how it relates to its competition.

"Chevy Reviews, Awards, & Safety Information | Chevrolet." www.chevrolet.com. N.p., n.d. Web. 15 May 2014.

This website gave information on Chevrolet’s history as well as the rankings and awards associated with the Camaro.

Cultra, Shane. "The Average Cost of a 30 Second Spot on National Tv? $104,051 ……and a Domain?" Domain Shane. Vabera, 2 Aug. 2010. Web. 19 May 2014.

This was used in order to determine the cost of broadcasting a commercial on a major network."Muscle Car History: Understand

Edwards, Jim. "Chevrolet Fires Goodby; Awards Entire Ad Business To McCann." Business Insider. 14 Mar. 2013. Web.

This article gave information about the advertising used by Chevrolet.

Fisher, Lauren. "Inside Twitter's Ads: $120,000 per Day for Promoted Trends - Twitter." TNW Network All Stories RSS. TNW, 13 June 2011. Web. 19 May 2014.

This was used to determine the cost of the Twitter campaign.

"GOOD CAR BAD CAR." Sales Stats -. N.p., n.d. Web. 16 May 2014.

This website provided the group with statistics on the comparisons between the Camaro, The Mustang, and The Challenger.33

Bibliography"1968 - 2002 Chevrolet Camaro History." Top Speed RSS. N.p., n.d. Web. 16 May 2014.

This website provided with an extensive timeline of the history of the Camaro.

"2014 Chevrolet Camaro." Edmunds. Web. 17 May 2014.

This website was used to get positive as well as negative reviews on the Camaro, as well as how it relates to its competition.

"Chevy Reviews, Awards, & Safety Information | Chevrolet." www.chevrolet.com. N.p., n.d. Web. 15 May 2014.

This website gave information on Chevrolet’s history as well as the rankings and awards associated with the Camaro.

Cultra, Shane. "The Average Cost of a 30 Second Spot on National Tv? $104,051 ……and a Domain?" Domain Shane. Vabera, 2 Aug. 2010. Web. 19 May 2014.

This was used in order to determine the cost of broadcasting a commercial on a major network."Muscle Car History: Understand

Edwards, Jim. "Chevrolet Fires Goodby; Awards Entire Ad Business To McCann." Business Insider. 14 Mar. 2013. Web.

This article gave information about the advertising used by Chevrolet.

Fisher, Lauren. "Inside Twitter's Ads: $120,000 per Day for Promoted Trends - Twitter." TNW Network All Stories RSS. TNW, 13 June 2011. Web. 19 May 2014.

This was used to determine the cost of the Twitter campaign.

"GOOD CAR BAD CAR." Sales Stats -. N.p., n.d. Web. 16 May 2014.

This website provided the group with statistics on the comparisons between the Camaro, The Mustang, and The Challenger.

How They Came to Be." CarsDirect. CarsDirect, 27 Jan. 2012. Web. 19 May 2014.

This gave information on the history of the muscle car.

"Nashville's July 4th Event Details." Music City July 4th. N.p., n.d. Web. 16 May 2014.

This provided information about the music festival that will be sponsoring the advertisement campaign.

"Machine-History.Com." History of Chevrolet. Web. 14 May 2014.

This website provided information on the history of The Camaro.

Rosehill, Katie. "How Much Does Magazine Advertising Cost?" Small Business. Hearst Newspapers. Web. 19 May 2014.

This was used in order to determine the cost of the magazine advertisement.

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