Chevrolet Colorado YouTube Campaign Says What We Already Knew
"You Know You Want A Truck"
Chevrolet released three videos advertising its new Colorado pickup last week with the catchy tagline, “You know you want a truck.” The videos, which portray truck guys as good-smelling, handsome fun-seekers, do their job well, making the Colorado look like a perfect vehicle for every guy out there.
The first in the series shows what the Colorado can do for a man’s online dating profile. By replacing the guy’s selfies with photos and videos of him driving a Colorado to the beach for some surfing, his profile views went up 3,000 percent (yes, three thousand).
The second video harnesses the power of catchy packaging by stocking a convenience-store shelf with deodorant labeled “Truck Guy,” which attracted purchases from 42 percent of deodorant shoppers. When interviewed on camera, those shoppers said they were interested in the rugged go-anywhere, do-anything image of a pickup, proving that just including the word “truck” in a product’s packaging makes it more attractive.
The final video shows several focus groups, all of whom are shown two images of the same man in the same location, but in one image, he’s standing next to a compact car, and in the other, he’s standing next to a new Colorado. The focus groups are asked which man is more dependable, which man is more attractive, which man is more fun, and which man they would rather date (or have their daughter date). As you might guess, the focus groups invariably chose the man with the truck.
One of the best parts of the videos is that Chevrolet is still trying to get some mileage out of the Colorado’s “Technology and Stuff” in its press releases. The company is really running with that hashtag, which makes us happy to see. The Chevy Guy who coined the phrase is getting some redemption.
OK, obviously we can’t take the “data” from the videos too seriously, but the ads do their job well, making most of us in the office glad we’re truck people. The tagline is pushy, but totally accurate: “You know you want a truck.”
Let us know what you think of the videos, which are embedded below.
Source: Chevrolet via YouTube