What was the irrefutable consumer insight?

People searching for autos who see Chevrolet search ads are more likely to feel positively about Chevrolet.

Describe the marketing challenge.

Coming into 2017, forecasts for new automotive sales in the United States were flat. The American automotive industry had experienced consistent growth from 2010 – 2016, but 2017 was unanimously viewed as the year that what had become dependable new vehicle sales growth enjoyed by the industry would grind to a halt.

For Chevrolet, this meant that the only way they could grow sales was to make a positive impression on all Americans who intended to buy a new car in 2017 – not just those who were considering a Chevy.

This was a big ask. Brand loyalty is significant among car buyers. In fact, in preparing for this campaign, Google found that 71% of people searching Google.com for a particular competitive brand of American automobile previously owned a vehicle made by that Chevy competitor. And nearly half (49% of searchers) owned at least two cars made by that Chevy competitor in their lifetime.