CHEVROLET DISCOVER THE UNEXPECTED
Agency: Carol H Williams Advertising
Year: 2018-2019
Agency: Carol H Williams Advertising
Year: 2018-2019
Discover the Unexpected is a 10-week virtual journalism journey that shares inspirational stories from African American communities. Each DTU Fellow receives a $10,000 scholarship and a $5,000 stipend. DTU Fellows will be rewarded with hands-on experience, networking with journalism professionals, and delivering stories that make a difference.
I worked as an art director and creative strategist on launching the all-new Chevrolet Blazer by leveraging Chevrolet’s partnership with the National Newspaper Publishers Association (NNPA) for increased brand digital, social media, and engagement with the AA (African American) market.
I worked as an art director and creative strategist on launching the all-new Chevrolet Blazer by leveraging Chevrolet’s partnership with the National Newspaper Publishers Association (NNPA) for increased brand digital, social media, and engagement with the AA (African American) market.
Task:
Chevrolet tasked CHWA with the launch of the all-new Chevrolet Blazer by leveraging Chevrolet’s partnership with the National Newspaper Publishers Association (NNPA) for increased brand digital, social media, and engagement with the AA (African American) market, ages 18–54.
Key Challenges:
Research indicated that the NNPA heavily relied on print circulation, despite a societal shift towards digital media. Additionally, the AA market showed a preference for trendy luxury vehicles like the Cadillac Escalade.
Chevrolet tasked CHWA with the launch of the all-new Chevrolet Blazer by leveraging Chevrolet’s partnership with the National Newspaper Publishers Association (NNPA) for increased brand digital, social media, and engagement with the AA (African American) market, ages 18–54.
Key Challenges:
Research indicated that the NNPA heavily relied on print circulation, despite a societal shift towards digital media. Additionally, the AA market showed a preference for trendy luxury vehicles like the Cadillac Escalade.
Creative Objective:
Create a 360-degree media campaign that would play to the NNPA and Chevrolet’s strengths while helping bridge the digital/social gap.
Create a 360-degree media campaign that would play to the NNPA and Chevrolet’s strengths while helping bridge the digital/social gap.
Students from Historically Black Colleges and Universities (HBCUs) would receive a Chevrolet-funded scholarship and stipend and go on a summer internship road trip, working with NNPA newspapers.
Splashy events from Detroit to Atlanta to Washington, DC
Print buys in NNPA newspapers that updated readers on the Fellows’ progress and showcased the Chevrolet Blazer
Celebrity ambassadors and mentors
Radio show promotion
Audiences were able to follow the Fellows’ journey via film, blogging, and social media posts and learn about Chevrolet’s work in the community.
Audiences are subjected to nuanced branding of Chevrolet vehicles and features through the eyes of the Fellows.
Fellows promoted the Discover the Unexpected (DTU) campaign by participating in community events that have included the NNPA Annual Convention, Congressional Black Caucus Weekend, Major League Baseball All-Star Game, Grand Prix, and Taylor Chevrolet’s Finish Line Event.
