Trucks, more than any other vehicle segment, have a “generational” overtone: they have bloodlines, there is a sense of “DNA” about them, and truck owners and enthusiasts pay particular attention to the introduction of new models. That generational notion also applies to ownership: trucks tend to be handed-down from fathers to sons and from masters to apprentices—and everyone remembers their first truck, or their father’s truck.

That insight drove the creative approach, which illustrates how Chevy Trucks have evolved over the brand’s 100-year history, while treating each successive generation of Chevy Truck as a special icon and example of Chevy innovation, in its time.

We developed a multi-page fold-out print insert that announced the 100-year celebration on the cover. As the reader folded the insert out, we used a timeline format on one side, depicting the consecutive generations of Chevy Trucks, in a time-appropriate setting, “driving” toward the next generation. On the back side of the timeline, each generation of truck was described in terms of its features and innovations. In addition to the roughly 5MM owners who received the piece in their owner magazine, another 1.5 MM were mailed directly to owners, with another 50K distributed at truck events.

• As a component of the Chevy Truck Centennial celebration, the Timeline poster insertion contributed to a 6-point year-over-year increase in Excellent Opinion for Silverado (with 3 points of that lift coming in the 4th quarter when it ran), a 3-point year-over-year lift in Consideration, and a 7-point year-over-year increase in “Brand For Me” scores.

• The Silverado and Colorado Special Edition trucks were the fastest-turning special editions in the Chevy Truck lineup

• Silverado also experienced one of its strongest sales quarters in history, with 167,274 truck deliveries, 29% of the year’s total.