Entertainment blogger’s rolling interview

Objective

Create content that shows off the Chevy Cruze without the hard sell of a commercial.

Target

People (younger) who were already engaged by various ‘celebrity bloggers.’

Insight

People and stories interested the target, not the car.

Strategy

Feature the car and a group of celebrity bloggers in unique situations all across the country.

Execution

To show off the car without coming off like shills, the bloggers needed short “webisode” concepts that were unique and interesting to their target audience, yet featured the car in a subtle way.

From cruising the inventors clubs of Silicon Valley to a look at the hometowns of some of the biggest names in sports, the stories revolved around the car but were not about the car.

Results

Although the execution was not as subtle as it should’ve been, the program was well received within the various audiences as well as with GM.

Note

The concepts of the individual webisodes are Cyrano’s. The concept of “Cruzerati” and that execution is that of the agency.