GMSV showcases full range of Silverado Trucks via MBCS
GMSV has kickstarted the Australian and New Zealand launch of its new Chevrolet Silverado Range campaign, via a content-based brand awareness campaign “Live Big. Truck It” created by Mediabrands Content Studio Australia (MBCS).
The announcement:
Further extending GMSV’s successful “Live Big” brand positioning, the new brand campaign is spearheaded by a piece of hero content targeting adventure seekers who live life-on-the-go and are empowered to “Live Big. Truck It”. The 30-second brand content video transcends across all digital platforms including Social, BVOD, Search and YouTube amplified via OLA (On-line Advertising), OLV (On-line Video). The campaign kicks off this weekend 1st October, just in time for an up-weighted digital presence for the NRL Grand Final.
Shanan Goldring, MBCS creative director said the creative task was to ensure top-of-mind recall when it comes to Big Trucks, by creating a strong emotional connection between the Chevrolet Silverado nameplate and everything it can do that traditional utes cannot, following a breakaway of Chevrolet Silverado drivers who authentically Live Big and whose decision to own a purpose-built vehicle, like Chevrolet Silverado, has empowered them to Truck It.
Goldring said: “Chevrolet Silverado drivers demand a vehicle that works harder, is stronger and can take them on seriously big adventures. The brand piece is grounded in real-world adventures with real-life customers that will resonate with anyone who aspires to live a lifestyle.”
The targeted strategy ensures specific lifestyle segments and core audience demographic are targeted, including 4×4 Adventure (campaign and caravanning), Marine (fishing, boating), Agriculture (Equine, farming) and Motorsport (Supercars, off-road driving).
Jodie Lennon, general manager marketing, CX and communications GMSV said: “There’s no denying that Aussies and Kiwis are in a never-ending love affair with the ute, however, the traditional utility segment has had a shake up over the last couple of years with customers demanding more. Our customers want to safely haul bigger loads without compromising on creature comforts as a well-appointed, larger cabin – especially with space and comfort in the second row. This is coupled with their love of performance in V8 engines – ultimately leading to the rise of American trucks.
“The Chevrolet Silverado is a standout on Australian and New Zealand roads and the new darling of our GMSV Dealership showrooms and we wanted to showcase that GMSV have a hand-picked range of Silverado trucks. It was important to us to bring authenticity to our advertising and showcase real-life adventure seekers who embody our Live Big positioning – what better way to do that than to feature real-life customers using their own caravan, showcasing the everyday lifestyle they live. Chris and Miriam from Aussie Destinations Unknown, real-life customers and now GMSV brand ambassadors, have been championing the Chevrolet Silverado HD from the outset for its all-round capability to safely tow their 29-foot caravan and home for their life permanently on the road as they “lap around” Australia.”
Credits
Creative – Mediabrands Content Studio (MBCS) Australia
Managing Director – Olivia WarrenCreative Director – Shanan Goldring
Designer – Plinio Nitzsche
Creative Lead Video and Motion – Jacob Abi-ArrageCreative Video and Motion – Ryan Beetson
Head of Creative Services– Trent Peppercorn
Creative Project Manager – Cassandra Jones
Strategy Director – Toby Maclachlan
Client – General Motors Specialty Vehicles (GMSV) ANZ
GMSV General Manager Marketing, CX, Communications – Jodie LennonGMSV Product Marketing Manager – Gervee Sarmiento
GMSV Real-Life Customers and now Ambassadors
Chris and Miriam – Aussie Destinations Unknown
Production – Betty Wants InDirector: Max GreensteinProducer: Drew DunlopProduction Manager: Ally CurtisDOP: Chas Mackinnon1st AD: Jason FaulknerHMUA/ Production Assistant: Sam Pearce1st AC: Harrison ByrneGaffer / Grip: Josh PottsPrecision Driver: Jimmy PetersLocation Manager: Harry DoddProduction Assistant: Mike YoungSafety: Chris PaceDrone Operator: Leroy ButtonDrone Pilot: Benjamin BiggsGimbal Tech and Driver: Jin LeeDrone Coordinator: Aaron CoreraEditor: Raff OliveriGrade: Ted DeaceyOnline: Jamie ScottTalentLTZ Driver: Jimmy PetersHD Drivers: Aussie Adventures Unknown (Chris and Miriam)Fisherman: Russ GallagherMedia – Carat AustraliaAU Digital Manager – Jessica RobinsonNZ Digital manager – Greer WilkinsonProgrammatic Associate – Arik Balolong
Source: MOHR PR
