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CHEVROLET
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​TASK | Develop a fully-integrated spec campaign for Chevrolet, targeting 18 to 24-year-old women.
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ROLE | Media Planner
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​OVERVIEW | Perform primary and secondary research to develop strategy-driven tactics for a 100-year old brand aiming to target a newer, younger market.
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INSIGHT
Hopping into your car can feel as natural as putting your clothes on in the morning. It’s as if your car is an extension of yourself. An opportunity for Chevrolet is to highlight the broad range of cars that Chevrolet offers and how each can cater to different personality types. Another opportunity is to accentuate the individualized experience of car ownership and position Chevrolet as an achievable and reliable option for a YAYA individual’s first true car ownership.
BIG IDEA
From clothes to Netflix, women swap, share and save in so many ways, they’re running out of items they can truly deem their own. We want to be the first to capitalize on this overbearing trend by taking consumers to an alternative society where access has completely taken over acquisition. A place where young people lovingly give to each other, yet never take for themselves. A home for halfsies, who refuse to live holistically. Folks, welcome to what could be our not-so-distant future – Welcome to Shareville!
