Cannes Lions

Silverado "Aluminum Man"

COMMONWEALTH//McCANN, Detroit / CHEVROLET / 2016

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Overview

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Credits

Overview

Description

In order to cast doubt and show the benefits of high-strength steel versus aluminium in a new, fresh and unorthodox format, Chevy leveraged the highly popular Comic Con Conference to dupe attendees into taking part in a live focus group where they shared their opinions about an all-new, fictitious superhero, “Aluminum Man.” On the stage was the movie poster, and when asked what they thought of aluminium, their responses were priceless.

“Cheesy.”

“It’s funny, really funny…if that’s what you’re going for.”

“I would never make a superhero out of aluminium if I was serious about it. It just doesn't make sense.”

Once opinions were heard, they were introduced to the “Aluminum Man” suit. Was this a joke? Nope.

Someone suggested that an entirely new metal be used for this fictitious character. One that is strong. Dependable. Capable. Like steel. Case closed.

Execution

During the focus group, footage was gathered and used to produce video content. The “Aluminum Man” video was distributed via Facebook and YouTube as an extension of the “Cages” video supporting a Steel vs. Aluminum campaign. Truck blogs and automotive enthusiast websites capitalized on the activation, using the video for their own editorial. Collectively, the execution quickly shifted the conversation and removed the spotlight from the new Ford F-150 to the proven strength found in Chevy Silverado.

Outcome

The “Aluminum Man” activation played a significant role in making Chevy Silverado the Fastest-Growing Pickup Brand in America, and the top trending truck of 2015 on Google.

In July and August 2015, the duration of this execution, Silverado’s month-over-month vs. 2014 sales leapt 33.9% vs. Ford’s 4.8% (July), and 11.7% vs. 4.7% (August).

In addition to sales, truck enthusiasts’ voices were heard loud and clear – the aluminium Ford F-150 doesn't stand a chance against the tested and proven high-strength steel construction of Chevy Silverado.

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