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.