Chevrolet "Here For The Ride" Campaign
In the fall of 2018, Chevrolet came to MOJO Ad with a problem: Young female audiences just weren't responding positively to the Chevrolet brand.
Through extensive research, we found that 18-24 year old women care much more about the moments that happen inside of cars than about J.D. Power Awards or what the car looks like on the outside. They all shared the same sentiment with us: when the car doors close, they know that they can open up.
​
So we built the Here for the Ride campaign rooted in authentic storytelling. Using projection mapping design techniques, we celebrated all the moments of honesty, bravery, and transition in women's lives to showcase Chevrolet as a brand is there with you for the ride.
The result? Not a dry eye in the house on pitch day. After receiving a standing ovation from General Motors and Chevrolet executives, our team was announced the winner.
agency: MOJO Ad
role: graphic designer
CW: Kellen Renard
AD: Zach Suesy
VID: Connor Hills
hero video:
campaign microsite
The Here For The Ride microsite acts as the central hub for the campaign where curious arrivals will be immersed in the campaign content and become followers of the movement. Every touchpoint acts as a doorway to the site, which hosts videos and podcasts from women across the country.
​
paid & owned advertising
This campaign lives mainly in the digital space where our target audience is spending the most time. We will reach them with YouTube preroll ads, Facebook owned and promoted content, Hulu ads, and instagram stories and posts. Each post and video will feature parts of the different women's stories and direct viewers back to the microsite for the long form videos and more information.
​
YouTube preroll:
Facebook owned:
Hulu ad promoting the different stories:
short form videos (instagram):
partnership with the American Cancer Society
Because authenticity is a cornerstone of this campaign, it was important to give Chevrolet the opportunity to help real people and make a difference in the community by building off their existing partnership with the American Cancer Society.
Our research showed that 18-24 year old women resonate with cause-marketing and are likely to connect with causes that they or a loved one has been directly impacted by. 38% of men and women will be diagnosed with cancer at some point in their lifetime, meaning the majority of women in our target audience have a personal connection to the cause. The idea was inspired by one of our team members, Mackenzie, whose mom is currently going through cancer treatment.
​
Over the course of three months, the Rides for Recovery initiative will offer free rides to and from a select list of the best cancer treatment centers in the country. These rides will be offered at any time of the day to patients and families and will be facilitated through Chevy's ride-sharing app, Maven, so that users know that even in the most unexpected, stressful moments, Chevy is here for the ride.
Maven app mockup:
promotional pamphlet given out in hospitals:
Care Car (exterior):
Care Car (interior):
making it personal
Everyone of us has tales of driving through the night to surprise a loved one. The feeling of unadulterated freedom the first time they climbed into the driver's seat. Taking a quick last glance in the rearview mirror back at home before heading off to college. Or just simply a moment of well-deserved peace on the way home from a long day.
​
Our team believes in the power of this campaign because we know that it underscores a universal truth about our human experiences in cars. During our final pitch, our team ended with this video where we all embraced vulnerability in the spirit of the campaign and shared some personal stories relating to cars.