Situation: It was late 2016, and our Shattering Perceptions campaign had gotten us exactly where we wanted to be. Brand health metrics were now on par with industry leaders. But that meant our efforts to surprise people with Chevy’s quality were no longer surprising. The work was falling flat. So, the question became – how to save a campaign that had fallen victim to its own success?

Brief: Reinvigorate our messaging and maintain the brand momentum we created with Shattering Perceptions.

Objectives:

Continue to improve indicators of brand health from current levels – Opinion (25%), Consideration (26%), and Net Momentum (39%).

Continue to improve vehicle image attributes such as Advanced Technology and Excellent Quality.

Increase quality-related brand imagery measures that significantly impact Opinion. Elevate these measures (including Excellent Opinion, Excellent Quality, Brand You Can Trust, and Dependable) to a competitive level with Ford.