Very few driving enthusiasts are unaware of the captivating Chevrolet Malibu sedan, as it comes furnished with impeccable technology, performance and safety features that leave drivers speechless year after year. The charm of the Chevrolet Malibu is always evident through the expression of those who gaze upon it, and Chevy capitalized on that genuine, honest reaction by launching its “Real People, Not Actors” advertising campaign. This campaign features numerous ad spots, but the one ad that stuck most with consumers, and subsequently won the Nielsen’s Automotive Tech Ad of the Year, was its “Unbranded” ad that focused around consumers determining which vehicle stood before them without being able to view the car’s emblem.
To accomplish this experiment and creative ad, the emblem of the 2016 Chevrolet Malibu was removed and consumers were asked to name the present vehicle, which resulted in multiple luxury brand names like Acura, Lexus and BMW being called out. When the vehicle was revealed to be a Chevy Malibu, all were impressed with this new Chevy car’s outstanding exterior design and interior amenities and technologies. Chevy brilliantly executed a truly creative technique to push its latest technology on its consumer in a memorable, branded and enjoyable way. By digging deep and touching its consumers with an authenticity of real human emotion and reaction, Chevy resonated with its consumer and spurred them into action.
Although the Automotive Advertising Awards at the New York auto show has been held annually for the past 11 years, this was the first year that the Automotive Tech Ad of the Year was presented. This award was created out of acknowledgement that automakers are constantly using technology as their creative hook in advertising. This award simply goes to show that technology really is what draws the consumer into ads and holds their attention.
To witness the intuitive technology of the Chevrolet Malibu model, visit us at Central Maine Motors today and we’ll help you schedule an exhilarating test-drive!