CHEVROLET: CELEBRATING 100 YEARS OF CHEVY TRUCKS IN TRUCK COUNTRY
Founded in 1911, Chevrolet is one of the world’s largest car brands, doing business in more than 100 countries and selling more than 4.0 million cars and trucks a year.
The Challenge
In 2018, Chevrolet trucks celebrated 100 years, and our challenge was to find a way to make this milestone relevant to media and consumers in Texas.
The Solution
Timed to the historic State Fair of Texas, we celebrated loyal truck owners in a culturally relevant way and spread Chevrolet’s Centennial Anniversary story across the state.
CELEBRATE WITH TEXANS
We kicked off the celebration at the State Fair of Texas, unveiling the Centennial Edition Chevrolet Silverado. To celebrate and thank customers, we collaborated with iconic State Fair food vendors to hand out free food in “thanks” to Texans for their support of Chevrolet Trucks over the past 100 years. In phase two of our plan, we took the Centennial Edition Silverado to key markets across the state of Texas to engage with consumers and media.
Impact
DRIVING THE CONVERSATION ACROSS TEXAS
Through our multi-tiered media approach, we were able to secure regional Texas and local market earned media coverage of Chevrolet’s Truck Centennial, with wide broadcast, digital and social coverage – directly reaching the heart of truck country. The coverage highlighted Chevy Trucks and the spirit of the brand overall. Further, we reached thousands of consumers in key Texas markets through these Truck Centennial Celebrations.
