This campaign for the Chevrolet Cruze was created in association with Chevrolet dealers in the Omaha area as part of an advertising campaigns class at the University of Nebraska-Lincoln. The goal of the campaign was to make the Chevrolet Cruze appeal to college students and young professionals. I was part of the creative team for this campaign.
Pre-campaign research was conducted through an online survey, interviews, online sources and information provided by Chevy. Through this research we were able to focus our target market, craft a creative campaign, and develop the slogan, “Pack Up and Cruze,” which suggests that the vehicle is made for the adventurous go-getters who want a vehicle capable of taking them wherever they are headed in life.
The campaign consisted of a promotional event on the University of Nebraska - Lincoln campus, print advertisements, and a TV spot. The main focus of the campaign was the promotional event which consisted of live music, food, giveaways, and two Chevy Cruze cars on display. The event helped build Chevy brand awareness and showcased the Chevy Cruze to our target market. Handouts, press releases, and invites via social media were sent out before the event to help promote. After looking at website hits, social media numbers, as well as general recognition among students on the University of Nebraska - Lincoln campus, the team concluded that Chevy Cruze’s brand awareness within the Lincoln community has increased significantly as a result of our campaign, labeling it a success.
My personal contributions to each piece of the campaign are listed and can be seen below.
Promotional Event
Designed event banner, designed sunglasses tags, helped with planning, promotion, and execution.
Print or Billboard Advertisements
Worked with the creative team to concept and organize photo shoot. Shot, edited, and wrote copy.
TV Spot
Wrote the narration copy and chose music. Helped story board, direct, and edit.
Plansbook
Worked with team on layout, design, and copy. Proofread and edited final product.
