Pitch:
The Corvette is a brand of its own within the Chevrolet
company. The Stingray is a re-imagining of the sports car and will bring new
life the industry. I want to advertise it, because of its ability to excite the
imagination and getting the masculine side of me wanting to be inside her. I
can only imagine that this fine specimen is a she, she has those curves that
really rev my engine. When I went to the dealership to ask someone if they knew
anything about it or could show me something that would give a good idea of
what to expect, the salesman said “It’s unlike anything we have ever
seen.”
Then he shared the same details
that Car and Driver did, “The 2014 C7 Corvette takes more of an evolutionary
philosophy—although it shares just two parts with the outgoing car”
http://www.caranddriver.com/news/2014-chevrolet-c7-corvette-stingray-z51-photos-and-info-newsThe
new Corvette’s performance figures that are unheard of for cars that cost less
than $60K. Inside her warm body is a soft-touch trim that surrounds the cabin,
the seats are now more sturdy and supportive, and the digital instrument
cluster is as sharp as an iPhone's Retina display. Also you can actually hit 30
mpg in real life on the highway driving? The character flaws and weaknesses of
the old cars have all been fixed. The old Corvette offset its shortcomings with
performance and an attractive price, the new Stingray requires no such
compensations. If there is something missing in this car, it would be the
feeling of compromise. “The new Corvette Stingray gets the kind of attention
usually reserved for minor celebrities”
http://www.popularmechanics.com/cars/reviews/drives/2014-chevrolet-corvette-stingray-test-drive-15731732The
EPA hasn't released the mileage figure for the six-speed automatic Vette, but
considering the new manual model “boasts a 23 percent efficiency improvement
over the previous generation, there's only one direction the numbers should
trend.” I am very excited to work on this project and see what I can come up
with.
http://autos.yahoo.com/blogs/motoramic/2014-chevy-corvette-stingray-gets-29-mpg-epa-210049444.html
Competitive Analyses:
Corvette’s are the King of the Jungle when it comes to sports cars. Since
the 1950’s there hasn’t even been any other car that stacks up to what the
Corvette has to offer. The way Chevrolet draws attention to them is through the
usual social media (e.i. Facebook, Twitter, Linked In, etc.) that creates
awareness. As well as commercials done at three different levels, let’s call
them tiers. Tier 1 is National advertising created and distributed by the
manufacturer. They also do an annual promotion at the Major League Baseball
World Series, where they give the newest model Chevy to the MVP. The Second
Tier is focused on LMA or Local Market Advertising, when the dealers around a
particular area higher a third party advertising firm to create commercials,
print ads, and promotions, for example a firm in Arizona is in charge of all
the commercials for Las Vegas. Lastly there is Tier 3 created by the Individual
Dealer, Findlay Chevrolet is typically allocated around $150K a month for Ads
and Promos. Another promotion that brings attention to the new Corvette is an
Unveiling Party, where they invite all of the Corvette Clubs to attend, as well
as the general public, to personally check out the new “Vette”.The Amenities
that Findlay Chevy has to offer is a Children’s Play Area, Free Wi-Fi, Free
Beverages, and a Never Ending Warranty. What they lack is what is offered at
other dealerships around the country, such as the Longo Toyota Dealership, with
their food court, and the Fletcher Jones Mercedes in California that has Dry
Cleaning, In-house Gym, and a Concierge Service. Realistically, this isn’t a
big concern for Chevrolet, because they do not generate that kind of clientele
and traffic. The Biggest Challenge is supplying the demand for the Corvette.
Typically, the usual owner of a Corvette, is a retired man in his late 50’s to
mid-70’s. This problems means they can’t get enough cars to create a real
interest or excitement for the Vette. However, they are always looking for
opportunities to improve with Continuous Feedback, from both the Engineers, who
test and disassemble to see the wear and tear of each vehicle, and the
costumers who are encouraged to give honest feedback, good or bad. On top of
everything, they have a
Relentless Commitment to Perfection.
The Big
Idea:
The campaign for the 2014 Chevrolet Corvette Stingray is going to be a set
of magazine and website advertisements that go along with a 30 second
commercial. The idea is to get the consumer to actively be searching for the
Stingray with their “Stingray Vision”. The commercial will have a young adult
male reading a comic book and at the end he sees an in-house promotion for
“Novelty Stingray Vision Glasses”.He orders them and when he receives the
package goes driving and he starts to see the Corvette Stingrays here and
there. Then he just stares with lust. In the print ads there will be the same
glasses on attractive faces (a man and a woman) with the reflection of the
Stingray on the glasses. The man is going to be looking at the coup, while the
woman will be looking at the convertible and has a matching shade of lipstick
to go with the paint of the car and her hair will be blowing back.Essentially
the ads will make men want to be inside her (The Stingray) and women wanting to
be with the men in The Stingray. The copy or tagline will be “Use Your Stingray
Vision” and the details of the vehicle will basically be a caption describing
the features of The Stingray. Information like a MSRP from $51,000, KBB.com
Consumer Rating 9.3 out of 10, Maximum Horse Power of 460 with the V8 engine,
Test Track 0-60 Miles Per Hour in 3.8 seconds, and an EPA Est. 29 MPG on the
highway. (
http://www.chevrolet.com/corvette-stingray.html
) The creative spin on a classic concept is exactly what the 2014 Corvette
Stingray is about. Taking the classic stingray design from the original 63’-67’
Corvette Sting Ray and building on the knowledge and experience of the
Corvettes to ultimately come out with something unlike we have seen before.
Promotions:
The promotional content of my campaign are going to be a
series of magazine, billboard, bus, and commercial ads. In the commercial I
will use my idea that I had for my Big Idea
http://ohcaden.blogspot.com/2013/08/the-big-idea.html.
Then I will have advertisements that will have attractive men and women wearing
their “Stingray Vision” Glasses. When worn, these paper glasses will reveal a
hidden stingray on the page, on the billboards, and bus ads. These glasses
refract light to reveal what is hidden, much like the way new 3D glasses
combine the distorted light to create a 3-demensional image. This way the
wearers of the glasses will have “Stingray Vision”. This will be a simple
campaign, with a big difference from the other commercials and ads. On top of
this advertising campaign, there will be a promotional “stunt” for the
Unveiling Parties, where the guest receive a pair of Ray Ban Aviator
Sunglasses, that have “Stingray Vision”.
Creative Content:
My Promotion plan is going to take on three different
approaches. I’ll put “Stingray Vision” glasses inside the magazines as a part
of the advertisement. My second promotion is going to be involving the
dealerships around the Vegas Valley. A series of Unveiling Parties, hosted by
the dealers will take place at each participating dealership. The Unveiling
Parties will provide alcohol and they can spend the night at the dealership.
There will be one 2014 Chevrolet Corvette Stingray on the show room floor and
another one for test driving. This way the patrons will be able to get a firsthand
experience of the vehicle. The first series of parties will be invited guest
only, including the Corvette Club Members (of which there are 6 in the Las
Vegas Valley) and then after anybody can come to the unveiling party, but not
stay the night. The third and final promotional idea is to have the 2014
Chevrolet Corvette Stingray in various casinos around the valley having stages
surrounded by slot machines. The winner of the jackpot could either win the car
or the currency equivalent all in cash. This would be a win-win for both
parties involved. The Chevrolet company gets the excitement and attention that
they are looking for and the casinos will have guest gambling their lives away.
The purpose of these promotions are to bring the “younger” demographic to take
notice of the Stingray. Right now, people that own a Corvette are typically in
their mid-60’s to late-70’s, as well men, whom I can only guess have a handful
of hard candies in their pockets, and don’t exactly have a disposable income.
The targeted demographic is late 20’s to early 50’s. A working man that wants
the sexiness of their car to reflect their own sexuality and attracts members
of the opposite sex.
Analysis of Project in the Real World:
When I interviewed the sales manager at Findlay Chevrolet,
he said my campaign isn’t too different from what they normally would do. So I
think this idea could actually make it all the way to the corporate world and eventually
make into real life. After I finish this project I’m going to email Chevrolet
my campaign idea and see if they would like to use my idea.
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