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CHEVROLET
MODEM MEDIA UK, London / CHEVROLET / 2003
Overview
Credits
OVERVIEW
CampaignDescription
GM LAAM appointed Modem Media to develop the online interpretation of the revitalised Chevrolet brand, based upon the strapline: "We'll be There", conveying its brand values (Peace of Mind, Supportive, Caring, Like a Family) on all sites to be deployed in the region, unifying its presence. The structure had to allow for local markets to include their own offers on the homepage, while at the same time integrating global tools provided by GM, such as the Car Configurator.The guidelines provide a very clean and open interface for the countries to work with. Simplicity on the user experience was targeted as a way to demonstrate the brand online, with a direct and friendly tone for copy and imagery, limiting it to the absolutely necessary to create a sense of trust and responsiveness, rather than try to overburden users with unnecessary information.Highlight to the brand experience is the Car Showroom, an interactive tool prominently displayed on the homepage, allowing users to see all models available and retrieve their information. A compact version was created and placed on all main pages, eliminating the need to go to a specific area to select a car: the showroom will always " be there."
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