TV Buying/Mike Rosen/GM MediaworksITV Buying/Brian Bos/GM CyberworksAOR/Shari Ferlito/Campbell-EwaldAOR/Jill Utash/Campbell-Ewald The objectives of the luach media plan included raising mass awareness of the Avalanche among men ages 18-34; branding both the vehicle and Chevy trucks in general as cutting-edge, technologically advanced and forward-thinking; establishing the brand character as authentic (adaptable, ingenious, rugged); and seeking out high-profile events covering multiple targets/lifestyles that showcased Avalanche. The media plan included multiple, highly-targeted promotions that would help deliver the key components of the overall passion group. The big idea was NOT to do a big idea. Instead, the strategy was to reach men at multiple levels with "smart missle" promotions that targeted the many passions that they pursue.Launch ReachCoutry Music Association AwardsThe team leveraged Chevy's longstanding relationship with the CMAA to secure sponsorship of the award's TV broadcast, a remote radio broadcast from the awards and a sweepstakes appearing in print and online.Survivor IIIAvalanche was the lead vehicle sponsor of CBS's Survivor III, a relationship that included 30-second spots, product placement, a challenge prize and grand prize, as well as a sweepstakes promotion on Internet TV (iTV) and elsewhere on the Web.Action WednesdaysAvalanche was the sponsor of the kick-off of the USA Network's "Action Wednesday" movie series.Technology/ToysAvantGoAvalanche was a sponsor of the homepage of AvantGo, a leading provider of mobile enterprise software.Flying/Discovery WingsAvalanche was featured in a specila program on discovery Wings in a head-to-head challenge with a Cessna Caravan.CycleWorldAvalanche sponsored a special section in Cycle World that focused on safety and technology.Boating Tow GuideAvalanche sponsored a special, towing-focused advertorial section in Boating magazine that included editorial and product placement shots.Wired Ultra TechThe Avalanche was featured in Wired's Ultra Tech special section.On Magazine Wireless Road TripAvalanche sponsored a special editorial section in On Magazine exploring wireless technology and its effect on drivingMany PassionsMoviews for guyes Who Like MoviesGM Planworks leveraged its relationships to secure Avalanche a free sponsorship fo TBS's movie series, including a product placement in every episode, a sweepstakes, and variety of sponsorship advertising in TV, print and on the Web.ESPN nextThe brand sponsored the announcement of ESPN "Next" athlete and a realted sweepstakesBnff Mountain FestivalAvalanche was the sponsor the Banff Mountain Festival, an outdoor film, photo and book festival.Paddler Photo AnnualAvalanche was the official sponsor of Paddler's photo annual, which included a Chevrolet tag and logo on the cover. The Chevy Avalanche. Part SUV. part pickup. 100 percent innovative.So when Chevrolet tapped GM Planworks (working closely with GM Mediaworks) to introduce "the Ultimate Vehicle" to American men, the media team did some innovating of its own, engineering a smart-missile media plan...multi-tiered for launch, yet remarkably targeted to one passion at a time...to carve out a new and unique niche for the Avalanche in a highly competitive market.Combining a variety of media buys, sponsorships and added value opportunities that firmly aligned the Avalanche with its three main themes - technology, outdoor adventure and sports - the campaign was able to position the vehicle as advance, tough, and versatile all in one package, unique image for a Chevy truck. Plus, research showed the plan set a benchmark for awareness among GM trucks, giving Chevy Avalanche a remarkably strong and memorable launch presence in front of a variety of lifestyle and demographic targets.An innovative truck. An innovative media strategy. Together, they helped the Avalanche roll over the competition right out of the starting gate. It isn't easy to convince consumers in the high-stakes full-size pickup truck market that there's something new under the sun. But the Avalanche launch plan did just that, setting a new awareness benchmark for GM and helping the vehicle stand out from the pack as sporty, rugged and technologically advanced.The ambitious, 15-part campaign took aim at a number of media opportunities that woudl support and enhance the Avalanche's unique positioning. From sponsorship of the USA netowrk's "Action Wednesday" action movie series to a tie-in with ESPN's "Next Athlete" compeition to an "advertorial" in Wired's ultra Tech section, the campaign targeted every facet of its male targets' passion groups.The media send the message: The initial launch raised awareness by 40 percentage points, instantly placing the Avalanche in the company of far more establish name plates. Plus, the Avalanche made a strong showing in key measures like "sporty" and "tech advanced". Just one sponsorship - of TV's "Survivor III," resulted in an awareness boost of over 20 points among the show's viewers. Most impressive, Millward Brown measured the launch as one of the most effective in GM history.

The Chevy Avalanche. Part SUV. part pickup. 100 percent innovative.So when Chevrolet tapped GM Planworks (working closely with GM Mediaworks) to introduce "the Ultimate Vehicle" to American men, the media team did some innovating of its own, engineering a smart-missile media plan...multi-tiered for launch, yet remarkably targeted to one passion at a time...to carve out a new and unique niche for the Avalanche in a highly competitive market.Combining a variety of media buys, sponsorships and added value opportunities that firmly aligned the Avalanche with its three main themes - technology, outdoor adventure and sports - the campaign was able to position the vehicle as advance, tough, and versatile all in one package, unique image for a Chevy truck. Plus, research showed the plan set a benchmark for awareness among GM trucks, giving Chevy Avalanche a remarkably strong and memorable launch presence in front of a variety of lifestyle and demographic targets.An innovative truck. An innovative media strategy. Together, they helped the Avalanche roll over the competition right out of the starting gate.