Mediabrands Content Studio Australia and GMSV’s new campaign shows off full range of American Chevrolet Silverado Trucks

October 2 2022, 1:10 pm | BY Kim Shaw | No Comments

General Motors Specialty Vehicles has kickstarted the Australian and New Zealand launch of its new Chevrolet Silverado Range campaign, via a content-based brand awareness campaign “Live Big. Truck It” created by Mediabrands Content Studio Australia (MBCS).

 

Further extending GMSV’s successful “Live Big” brand positioning, the new brand campaign is spearheaded by a piece of hero content targeting adventure seekers who live life-on-the-go and are empowered to “Live Big. Truck It”. The 30-second brand content video transcends across all digital platforms including Social, BVOD, Search and YouTube amplified via OLA (On-line Advertising), OLV (On-line Video). The campaign kicks off this weekend 1st October, just in time for an up-weighted digital presence for the NRL Grand Final.

Shanan Goldring, MBCS Creative Director said the creative task was to ensure top-of-mind recall when it comes to Big Trucks, by creating a strong emotional connection between the Chevrolet Silverado nameplate and everything it can do that traditional utes cannot, following a breakaway of Chevrolet Silverado drivers who authentically Live Big and whose decision to own a purpose-built vehicle, like Chevrolet Silverado, has empowered them to Truck It.


Goldring said: “Chevrolet Silverado drivers demand a vehicle that works harder, is stronger and can take them on seriously big adventures. The brand piece is grounded in real-world adventures with real-life customers that will resonate with anyone who aspires to live a lifestyle.”

The targeted strategy ensures specific lifestyle segments and core audience demographic are targeted, including 4×4 Adventure (campaign and caravanning), Marine (fishing, boating), Agriculture (Equine, farming) and Motorsport (Supercars, off-road driving).

Jodie Lennon, General Manager Marketing, CX and Communications GMSV said: “There’s no denying that Aussies and Kiwis are in a never-ending love affair with the ute, however, the traditional utility segment has had a shake up over the last couple of years with customers demanding more. Our customers want to safely haul bigger loads without compromising on creature comforts as a well-appointed, larger cabin – especially with space and comfort in the second row. This is coupled with their love of performance in V8 engines – ultimately leading to the rise of American trucks.

“The Chevrolet Silverado is a standout on Australian and New Zealand roads and the new darling of our GMSV Dealership showrooms and we wanted to showcase that GMSV have a hand-picked range of Silverado trucks. It was important to us to bring authenticity to our advertising and showcase real-life adventure seekers who embody our Live Big positioning – what better way to do that than to feature real-life customers using their own caravan, showcasing the everyday lifestyle they live. Chris and Miriam from Aussie Destinations Unknown, real-life customers and now GMSV brand ambassadors, have been championing the Chevrolet Silverado HD from the outset for its all-round capability to safely tow their 29-foot caravan and home for their life permanently on the road as they “lap around” Australia.”

The hero film plus 15” and 6” iterations launch across all digital and social on October 1.

Credits
Creative – Mediabrands Content Studio (MBCS) Australia
Managing Director – Olivia Warren
Creative Director – Shanan Goldring
Designer – Plinio Nitzsche
Creative Lead Video and Motion – Jacob Abi-Arrage
Creative Video and Motion – Ryan Beetson
Head of Creative Services– Trent Peppercorn
Creative Project Manager – Cassandra Jones
Strategy Director – Toby Maclachlan
Client – General Motors Specialty Vehicles (GMSV) ANZ
GMSV General Manager Marketing, CX, Communications – Jodie Lennon
GMSV Product Marketing Manager – Gervee Sarmiento
GMSV Real-Life Customers and now Ambassadors
Chris and Miriam – Aussie Destinations Unknown
Production – Betty Wants In
Director: Max Greenstein
Producer: Drew Dunlop
Production Manager: Ally Curtis
DOP: Chas Mackinnon
1st AD: Jason Faulkner
HMUA/ Production Assistant: Sam Pearce
1st AC: Harrison Byrne
Gaffer / Grip: Josh Potts
Precision Driver: Jimmy Peters
Location Manager: Harry Dodd
Production Assistant: Mike Young
Safety: Chris Pace
Drone Operator: Leroy Button
Drone Pilot: Benjamin Biggs
Gimbal Tech and Driver: Jin Lee
Drone Coordinator: Aaron Corera
Editor: Raff Oliveri
Grade: Ted Deacey
Online: Jamie Scott
Talent
LTZ Driver: Jimmy Peters
HD Drivers: Aussie Adventures Unknown (Chris and Miriam)
Fisherman: Russ Gallagher
Media – Carat Australia
AU Digital Manager – Jessica Robinson
NZ Digital manager – Greer Wilkinson
Programmatic Associate – Arik Balolong