During the US television’s two-week global advertising blitz set for the 2014 Sochi Olympics, Chevrolet emerged as one of the clear winners, garnering positive brand awareness.
Chevrolet made its showcase through its “Find New Roads” tagline, a positioning that is now around a year old, but up until now had been viewed as rather vague and ineffectively used.
“The Olympics work was developed as a cohesive unit of communication to seed ‘Find New Roads’ and tell our story through our new vehicles,” said Chevrolet CMO Tim Mahoney. “We’re really pleased with where we’re at, and the reactions to the work that has aired during the Olympics and the Super Bowl has been increasingly encouraging. We will keep pushing.”
The brand’s work during Sochi involved more than one commercial, with “The New Love” and “The New Us,” aligning the brand to the new conventions on gay marriage, an ad that underscored the global importance of the brand (with two thirds of sales outside US), one for the Chevy Cruze Diesel and one for he new 2015 Chevrolet Tahoe.