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Digital Out-of-Home Campaign Highlights Urban Hot Spots
Date: August 04, 2015
Chevrolet has launched a new ad campaign that encourages urban explorers to share their city’s up-and-coming and out-of-the-way hot spots.
NEW YORK, NY — Chevrolet has launched a new ad campaign that encourages urban explorers to share their city’s up-and-coming and out-of-the-way hot spots. Chevrolet’s ad campaign, called Hidden Gems, combines digital out-of-home advertising with online and social media to engage twenty-something hipsters to test-drive a Chevrolet Trax, a new SUV equipped with street-smart features aimed at urban dwellers.
Chevrolet’s creative campaign, developed by Commonwealth/McCann, uses five high-traffic storefront locations in New York, Chicago and Los Angeles to engage consumers with a series of questions to determine their personal interests. Consumers recorded their answers using street-level interactive touchscreens. When completed the storefront transforms into a full-screen theater experience taking users on a journey to their personalized Hidden Gem. Hidden Gems include off-the-beaten path bars, restaurants, museums and music venues in the surrounding area. Consumers also received a personalized emailed featuring their Hidden Gem and are encouraged to explore more locations via a Trax micro site.
Pearl Media, an outdoor, experiential design and production company based in Fairfield, NJ developed the digital out-of-home installations. Each digital out-of-home installation features a 165-inch video wall and a large-scale interactive touchscreen. Pearl Media is a pioneer in digital out-of-home advertising creating campaigns for JetBlue, Lifetime Television, Verizon, HP, Nike, Texas Tourism, Korea Air, AT&T and Perrier. Pearl Media also creates experiential installations, 3D projections and billboards.
Chevrolet’s Trax campaign was planned by Posterscope USA and Carat. Social media strategy was developed by Fleishman-Hillard.
See the original article here.
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