Analysis of Project in the Real World

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.