1. Chevrolet Cruze

2. Ignite and Inspire the Social Capitalist
Let The Trusted Resource® guide your audience to make the smart purchase
Sharing Discovery
Establish Cruze in KBB.com content that validates consideration
Shaping the Future
Fuel impactful conversations by equipping shoppers with information to help their purchase decisions
Inspire discovery through unique and engaging experiences
You asked us to help the Social Capitalist discover information that shapes their future and helps them make big decisions, like purchasing a new car. There’s nothing that we are better at than empowering consumers with valuable information to make the smart choices. In this deck, you’ll see some unique ways to plus-up your existing in-market buy and really make a splash for the Cruze launch. We’ve focused on two pillars that made the most sense for our unique strengths: Sharing Discovery (establishing Cruze in content that validates – not just their brand, but their choices) and Shaping the Future (equipping them with information to make big decisions).

3. Strategic insights summary
Let’s review the key points
Use this section to recap the highlights of what the Strategic Insights team will be presenting on 2/23 to Paul Edwards.

4. Cruze cross-shopping rank is tumbling
Cruze has lost altitude on all major cross-shop lists with too few consumers considering the model
Toyota Corolla
Make/Model
Baseline %
Rank
Current %
12/28-1/10
1/11-25
1/26-2/8
Honda Civic
18.5% 1
33.5%
Dodge Dart
1.0% 51 17 4
15.6%
Mazda MAZDA3
7.4% 5 12
11.8%
Ford Focus
2.2% 23 26 20
8.9%
Hyundai Elantra
3.5% 11 40
2.5%
Chevrolet Cruze
1.3% 46 45 68
1.2%
Honda Civic
Make/Model
Baseline %
Rank
Current %
12/28-1/10
1/11-25
1/26-2/8
Toyota Corolla
8.7% 12 1
19.2%
Mazda MAZDA3
9.1% 11 3 4
12.3%
Dodge Dart
0.6% 82 36 21
4.7%
Ford Focus
1.7% 33 51
2.2%
Hyundai Elantra
2.0% 27 46 55
1.8%
Chevrolet Cruze
0.9% 56 77 80
Hyundai Elantra
Make/Model
Baseline %
Rank
Current %
12/28-1/10
1/11-25
1/26-2/8
Honda Civic
10.1% 1
10.7%
Toyota Corolla
8.3% 2
8.5%
Mazda MAZDA3
6.7% 3
7.7%
Ford Focus
3.3% 10 9 12
3.7%
Dodge Dart
1.8% 24 32 23
2.4%
Chevrolet Cruze
2.3% 18 21 29
2.1%
Ford Focus
Make/Model
Baseline %
Rank
Current %
12/28-1/10
1/11-25
1/26-2/8
Toyota Corolla
5.6% 4 1
22.0%
Dodge Dart
2.8% 14 38 6
17.7%
Honda Civic
8.8% 2 10
9.7%
Mazda MAZDA3
7.9% 3 11
7.3%
Chevrolet Cruze
3.9% 7 25
3.0%
Hyundai Elantra
3.5% 9 12 31
2.7%
Cruze is not competitive enough in this segment and people are cross-shopping them much less than their competitors.
**NOTE**: This story is similar to the story that Strategic Insights shared with Paul Edwards during our last meeting with Steve Chow. Essentially, if they want to compete with the top guys in this space they’ll really need to continue the momentum after the launch.

5. Cruze is struggling to gain traffic share as competitors take from new Civic

6. Cruze needs to bolster its practical appeal
Opportunity to make gains ahead of Civic and Corolla benchmarks
Strategic Insights is sharing slides that highlight where Cruze stands in emotional and practical appeal. Their recommendation is to focus on boosting practical appeal – this means they have to highlight the functionality and features that make the Cruze the vehicle that helps the target audience hustle harder. Features like cool tech and great connectivity are what will remind this target that with this vehicle, they can get more done.

7. 2016 Upfront buy Recap
Here’s what you already have slated for the Cruze Launch

8. Dan/Melissa: Please fill in placements that were already purchased to support the Chevy Cruze launch
I don’t have information on what’s currently booked for the Cruze launch in the Upfront. Please fill in this section with that information as we want to remind them what they already have and how that media PLUS these custom solutions will allow them to launch AND sustain throughout the year.

9. Co-Conspirator Package
Plus-up your existing launch media by creating and connecting with valuable information to fuel the hustle

10. Create an experience that helps them hustle smarter
Shape consideration by highlighting valuable features in unique ways
Panoramic 360: Shape opinion by showcasing design and tech features in a way that emphasize their curiosity
Mobile Filmstrip: Stay connected on mobile even as they head down a “rabbit hole” of content
Animated FCT & Original Content: Showcase, align with, and create content that validates their consideration decisions
This is an introduction to the overall package and highlights the products briefly.
Search by Cool Tech: Offer shoppers the ability to search by the coolest features of the Chevy Cruze

11. PANORAMIC 360 HOT SPOT
Captivate the senses and drive engagement among shoppers
Highlight key design and tech features with a 360-view of the interior
Interactive hot spots provide valuable discovery experiences to help inform shopper consideration
Interact with this unit using your mouse on desktop or your mobile device’s accelerometer
Hover over hot spots to learn more about the features of the vehicle
Offer shoppers the experience of shopping in the showroom without leaving the comfort of… where ever they are. This Panoramic 360 unit can be initiated from practically any desktop or mobile ad. Use your mouse or the accelerometer that’s inside every smartphone to explore the exterior and interior of the Chevy Cruze. Hot spots offer more information about each element of the vehicle and offer consumers a way to go down another “rabbit hole”.

12. PANORAMIC 360 HOT SPOT Recommended Placements Desktop Mobile
*Upgrade* Accelerator
*Upgrade* NC retention
Owners HP Leaderboard or MREC
UC All Cars Leaderboard
NC News & Advice Leaderboard or MREC
NC Segment Shoppers
Mobile
Mobile Awareness
These are recommended placements and open inventory where they can run this unit (that would be incremental).
*Upgrade* placements are placements they already have in their buy and for an additional amount, they can Upgrade the creative to this feature. Please take into account lead time and asset deadlines before pitching upgrades (especially on Accelerator).
No video content is available in this unit (that would make the unit too heavy to load on the site).
Since this is highly engaging and unique, we recommend running as an awareness play on mobile and on upper-funnel pages.

13. MOBILE FILMSTRIP
Immerse shoppers with impactful content to shape their purchase decisions
Shape shopper consideration by showcasing all the features of the Chevy Cruze in a single unit
Invite considerers to discover Cruze content by delving into the “rabbit hole” on their mobile devices
Initiated from mobile ads, this scrolling unit is engaging, impactful, and informative
Initiated from a mobile ad unit, shoppers can seemingly scroll for days to explore the Chevy Cruze. Feature images, videos, and links to Chevy.com to learn more.

14. MOBILE FILMSTRIP Mobile Recommended Placements Mobile Smartphone BT
Mobile Make & Model (Chevy Cruze)
Since this is initiated from a mobile ad and is basically a standard IAB execution, it’s recommended to run this as a more targeted unit across mobile (BT and Make/Model level). There is more ability to house more in-depth content in this unit so it’s best to place it in areas where consumers are likely considering the vehicle.

15. ANIMATED FEATURED CONTENT TAB
Ignite shopper interest throughout their shopping experience
Breakthrough to shoppers with eye catching animation that expands across the page to immerse shoppers in your video content
Establish your brand in consumer mindsets by offering content to validate their consideration
Persistent presence stays anchored above the fold and outside the margins
Animates on user-initiation
***THIS IS USER-INITIATED***
Play the slide in presentation mode to see the animated GIF of the entire experience.
This is a custom FCT solution that would run on Upper-Funnel pages that would house Chevy’s videos AND KBB.com’s original content videos in the overlay. The animation is the custom element that attracts attention and draws the user into the overlay.
(animated GIF, please view in presentation mode)

16. SEARCH BY COOL TECH
Fuel the shopping search by recommending vehicles with cool tech
Breakthrough ad clutter and generate exclusive, high-level brand awareness with new task-integrated opportunity
Get noticed by undecided shoppers in active search mode by becoming an integral part of KBB.com’s search navigation module
Insert your brand into shoppers’ consideration set before they choose a competitor
The Social Capitalist is all about cool features, so we’ve created a custom Search by solution where shoppers can shop by “Cool Tech”. There is an Editorial article on KBB.com that lists all the vehicles that have Apple CarPlay and Chevy DOMINATES this list.
This is a great way to highlight all the unique features of Chevy that also help to bolster the practical aspect of Cruze. Since this is a “KBB Tool” it will also feature other non-Chevy vehicles, but Chevy will be shown as the featured vehicle on the left. Other recommendations are on the right.

17. SEARCH BY COOL TECH

18. Branded Video Content: Create, Distribute, Reach
Create share-worthy experiences to validate consideration in a way that educates and informs
Original, custom concepts in collaboration with KBB.com
Engaging, informative, and shareworthy content
Distributed on mobile and desktop
High-quality production
Creative input by OEM
Can be leveraged for OEM use
Integrate original content videos into various placements across KBB.com
Branded content (created by our very own Micah Muzio) can be created and integrated into any placement that takes video content.
Created by KBB and distributed on our site in places that are relevant to consumers. If the OEM likes the content, they can also license it to use on their own site.

19. ORIGINAL CONTENT – “Shareable Shorts”
Short, fun, and shareable concepts designed to ignite and inspire
“Iron Bladder”
Is it possible to drive a Chevy Cruze (530 miles) until it’s empty without stopping?
High drama as the driver grows increasingly desperate to pee in anticipation of arrival at their destination
“Manage the Brand”
Using the Chevy Cruze’s embedded 4G LTE WiFi hotspot, participants must post 7 uniquely-posed selfies on 7 different devices placed in a 50 foot radius around the Cruze within a limited time
Panel of judges ensures each pose is unique
“Under the Radar”
Quick videos about often unseen details that improve the bigger picture
Each video highlights real world examples tied to Chevy designs/engineering that few people notice but which provide tangible benefits for the buyer
Examples:
Cotter pin in a helicopter that holds the “Jesus Nut” in place (the nut that supports the entire weight of the helicopter)
Critical stitching for reserve chute on skydiving rig
Simple mechanism that allows the same to both open and close a pen
These are concepts are ones that we can work with the OEM on and our video production team will produce (the same team that produces/edits our Editorial Review videos). Each of these concepts find a way to integrate the Cruze and highlight the best of it’s features in fun and informative ways. Note that these are NOT reviews of the vehicle, but rather entertaining ways to show it off.
All concepts subject to KBB.com legal approval

20. ORIGINAL CONTENT – “Mini-Docs”
Short stories from real-life designed to ignite and inspire
“Super Commuter”
Exploring the life of someone who drives an absurd distance for work
Put them in a Chevy Cruze and document the experience
Why do they live so far from work? How do they pass the time? Is it worth it?
Highlight vehicle attributes where appropriate
“Inside Lyft”
Document a day in the life of a Lyft/Uber driver who happens to be driving a Chevy Cruze
What are the joys?
Why do this versus something else?
Include positive unsolicited comments about the car from passengers
“Travel Blog”
Embed with a pair of female travel bloggers (
Capture their exploration of a new town using a Chevy Cruze
What are the secrets to discovering the hidden gems while traveling?
Is there an ideal state of mind for successful tourism?
What is the secret to harmonious travel with a friend?
These are concepts are ones that we can work with the OEM on and our video production team will produce (the same team that produces/edits our Editorial Review videos). Each of these concepts find a way to integrate the Cruze and highlight the best of it’s features in fun and informative ways. Note that these are NOT reviews of the vehicle, but rather entertaining ways to show it off.
All concepts subject to KBB.com legal approval