Shifting Targets after Decades

Challenge:

For decades, the Chevrolet Silverado had firmly positioned itself as the rugged, reliable choice for American truck buyers. However, as the market evolved, we identified an untapped opportunity: a younger, more diverse demographic that valued style and technology as much as utility. The challenge was to reposition Silverado to resonate with this audience while maintaining its appeal to traditional buyers.

Approach:

Using a multi-layered analysis of sales data and third-party consumer insights, we discovered that younger Hispanic consumers represented a significant growth segment. Their preference for vehicles that blended cutting-edge features with stylish design became the cornerstone of our strategy. To connect authentically, we launched the Special Edition Silverado as the hero product, emphasising its bold aesthetics and advanced technology. Content featured local athletes who embodied the aspirations of this demographic, showcasing the truck in dynamic, culturally relevant ways.

Outcome:

The campaign drove a significant shift in perception, with Silverado outselling its closest competitor in the first seven months—a first since 2009. The strategy not only secured record-breaking sales in July 2015 but also positioned Chevrolet as a brand that could confidently lead with innovation while respecting its heritage.