CHEVROLET DISCOVER THE UNEXPECTED
Company: Carol H Williams Advertising
Year: 2018-2019
Company: Carol H Williams Advertising
Year: 2018-2019
Discover the Unexpected is a 10-week virtual journalism journey focused on sharing 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 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 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.
