| 标题 | San Andreas |
| 广告公司 |
McCann Erickson
|
| 广告战役 |
Find Your Style - General Motors
|
| 广告主 |
General Motors Corp.
|
| 品牌 |
General Motors
|
| Posted | 4月 2004 |
| 行业领域 | 汽车
|
| 广告口号 | Find Your Style |
| 剧情简介 | Convey that there is a GM product for every consumer in California at every Price, Purpose, and Personality. In this execution, the Cadillac matches San Francisco's style and elegance, the Saab convertible evokes San Diego's beachfront location and laid-back sophistication, and the Hummer evokes the ruggedness of an earthquake zone while reminding Californians that there as much as we celebrate our differences, we have much in common. |
| 哲学 | Most Californans don't realize the breadth of GM's offering. Allow viewer to find their own kind of car from GM's lineup by highlighting the diversity among Californians in the context of the diversity of GM's products. In addition, enable the brand divisions' advertising to work better as awareness increases and is linked in the consumer's mind to the type of vehicle that fits her lifestyle. The Outdoor drives the customer to findyourstyle.com, which utilizes Find your style strategic premise and helps instill the philosophy of a GM storefront, allowing you to match your style to 52 GM cars and trucks. |
| 问题
| For 60% of the California market, GM products are outside the consideration set. Under a tight deadline and with small budgets, raise the awareness of GM products in California. The creative campaign needed to reflect the California sensibility and taste. One that mirrors and celebrates the diversity of California. A campaign that not only educates GM Apathetics on their diverse range of cars, but more importantly, fires their imagination. Get talked about. And ultimately, create an empathetic GM brand befitting Californians. |
| 媒体类别 |
Billboard
|
| 市场 | 美国 |
| 执行创意总监 |
Kevin Moehlenkamp
|
| 执行创意总监 |
Jeff Huggins
|
| 创意总监 |
Ashley Reese
|
| 创意总监 |
Paul Hicks
|
| 文案 |
Mark Krajan
|
| 美术指导 |
Tim Stier
|
| 客户总监 |
Frank DiBiasi
|
| 客户总监 |
Andrew Scott
|
| 客户主管 |
Ryan Hartsfield
|
