Situation: Before launching the all-new Silverado, Chevrolet was at a crossroads. It’s traditional “Truck Guy” audience was shrinking, and brand loyalty was going with it as the segment was becoming more competitive and commoditized. But there was good news: there was a new generation of truck buyers who could sustain Silverado long-term if we connect with them in the right way. Brief: Connect with New Generation Truck Buyers (New-Gens) while maintaining our traditional “Truck Guy” audience. Objectives: 1. Achieve the higher conquest of sales among New-Gens compared to the segment leader in 2019 (Ford F-Series).

2. Drive stronger than normal online shopping behavior among New-Gens – increase post-launch online actions by at least 20%.

3. Maintain Chevrolet brand strength as compared with competition – specifically, by growing Excellent Opinion so that we overtake Ford F-Series for the first time in five years.

The “Silverado Strong” campaign was created to redefine what strength meant to New-Gen truck buyers who were looking for a workhorse, but the nature of their work was different. Creative showed real people in situations that were contextually relevant to the New-Gen buyer while maintaining a connection to traditional Truck Guys – from a family heading on an adventure to a young woman surfing to a farmer getting his start on the day. Further, the campaign was brought to life in unexpected ways: a Lego partnership and brand integration, front cover takeovers of top lifestyle-relevant magazines, a takeover of Amazon delivery packaging and other unique executions all working to reach this new audience and get them to look at Silverado in a different light. The strategy took multiple detours to open the conventionally confined boundaries of truck communications with approaches that would appeal more naturally to the habits and mindset