Chevrolet Promo, Case study GLEE-MERCIAL by Goodby Silverstein & Partners San Francisco

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GLEE-MERCIAL

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Industry Cars
Media Promo & PR, Case study
Market United States
Agency Goodby Silverstein & Partners San Francisco
Released February 2011

Credits & Description

Category: Cars & Automotive Services
Advertiser: CHEVROLET
Product/Service: CHEVROLET
Agency: GOODBY SILVERSTEIN & PARTNERS
Date of First Appearance: Feb 6 2011
Entrant Company: STARCOM USA, Chicago, USA
: Mike Rosen (Starcom USA)
: Ethan Chamberlin (Starcom USA)
: Michele Johnson (Starcom USA)
: Abbey Berryman (Starcom USA)
: Michelle Rutkowski (Starcom USA)
: Joel Ewanick (General Motors)
: Chris Perry (General Motors)
: Paul Edwards (General Motors)
: Kevin Mayer (General Motors)
: Molly Peck (General Motors)
: Jeff Goodby (Goodby, Silverstein & Partners)
: Todd Grantham (Goodby, Silverstein & Partners)
: Jean Rossi (Fox Broadcast Network)
: BJ Arnold (Fox Broadcast Network)
: Nancy Croston (Fox Broadcast Network)
Media placement: Long-form Commercial - Fox Broadcasting - 6 February 2011

Insights, Strategy & the Idea
Chevrolet, celebrating its 100th anniversary, was plagued by irrelevance to a young generation (16-24) perceiving the legacy brand and its cars as out-of-tune with modern culture. The key to Chevy's next 100 years will be breaking through to the next generation with a brand whose current median age is 57.

The musical comedy TV series Glee gives an unconventional look at a singing, dancing glee club of high school misfits. The genius of the show and its rampant popularity is its unprecedented ability to take music from 20- 50 years ago and turn those show tunes, ballads and outdated gems into fresh hits for a youth audience.

The strategy was to align Chevrolet and Glee, letting the “oldie” brand get some modern, pop luster.
Glee creator Ryan Murphy’s vision would be the vital to linking past and present, letting Chevrolet leverage the power of its heritage instead of avoiding it.

Creative Execution
In its second season, Glee transformed from hit show to youth phenomenon. The partnership was designed to transcend the usual showcasing of product within program, and Murphy’s involvement was essential to execution that would feel authentic versus forced.
Though Ryan rightfully protects his creative “child,” opportunity arose when Fox aired a special Glee episode in TV's most coveted timeslot: immediately after the Super Bowl. The media idea: teaming on a "Glee-mercial" for Chevrolet to air during the Super Bowl, linking Glee and Chevy in an production worthy of TV's biggest stage.

An alliance of creator, studio, network, advertiser, media and creative agencies created an ad story in which Glee characters performed a Super Bowl commercial for Chevrolet, featuring a stunning rendition of 1950's jingle "See the USA in Your Chevrolet" led by Glee star Lea Michele. Immediate online support let fans re-watch the performance and see extra footage.

Results and Effectiveness
The well reviewed, well received Glee-mercial successfully polished the tarnish from the old brand in a highly buzz-generating effort that changed perceptions among the largest TV audience possible. Surveyed people reported a 22% higher opinion of Chevrolet given its alignment with Glee. The Glee-mercial’s “likeability” score was 367% higher than Chevy ad norms, and spurred social network conversation among the youth audiences essential to Chevrolet’s growth. Plus, the effort drove additional buzz by standing out favorably amidst the most scrutinized ad showcase of the year, earning consumer and trade press coverage.