COMMONWEALTH MCCANN, Detroit / CHEVROLET / 2015
Can a truck change how people feel about a guy? Can a truck make you more handsome? More rugged? Cooler? We think that it can. So we set out to prove it—by gathering a group of real people, not actors, and asking them exactly these kinds of questions.
We talked to groups of kids, old people, young single women, and guys with beards, to name a few. A moderator showed them two pictures of the same guy in the same location. The only difference? The vehicle behind him. In one picture, the guy stood before a boring small sedan. In the other , he stood before the brand-new Chevy Colorado pickup. We asked people all kinds of questions and filmed all of it.
The results resoundingly proved our theory, as people found the “truck guy” 85% more handsome, 76% more resourceful and 100% more likely to have an awesome pet. You know you want a truck.
The films were centrally located on the Chevrolet YouTube channel with YouKnowYouWantATruck.com created as the landing page. The URL to the website was included in several broadcast TV commercials, and homepage takeovers on popular websites like ESPN.com and YouTube directly linked to the films.
A promo tile on the Chevy landing page and links from the Colorado model overview page also drove visitors to the You Know You Want a Truck site.
The films have been a resounding success and have brought new consumers to the Chevy brand. Since they launched, the films have been viewed nearly 3.4 million times on YouTube.
The Colorado page was the most visited page on chevy.com and Colorado was the No. 1 vehicle for research and shopping in January.
More important, sales of Colorado exceeded expectations. It is the fastest growing truck in the truck market. Chevrolet even had to add a third shift at the factory to keep up with demand.